A brand identity for a horse welfare not-for-profit with a philanthropic purpose
Homestretch Foundation is a not-for-profit dedicated to giving retired racehorses a life beyond the track. Alongside the horse welfare work, they support individuals in finding their own sense of purpose through personal growth and philanthropy. The brief called for a warm, earthy identity that could hold both sides of the mission together without feeling like two separate brands.
What needed to be built:
The brand needed to connect with two audiences: people who care about horse welfare, and individuals drawn to the personal growth and giving side of the work. Both needed to feel at home in it.
Not every project makes it across the line. This one didn't. The client chose to move on to a different designer, bummer!
But this project wasn't a waste for either of us. The work didn't disappear with the project. Their next designer inherited a client who had already worked through the hard questions about who they are and what they stand for. Sometimes the most useful work you do is the work that never has your name on it.
Contrast was considered from the start rather than checked at the end. The colour Cinnamon was developed in two variations specifically to hold sufficient contrast on both light and dark backgrounds. Mahogany replaces true black throughout, keeping contrast ratios in check while softening the overall feel. Typography hierarchy was resolved across every application: uppercase is reserved for display headings only, with mixed-case body copy to support readability at smaller sizes.
The subject matter needed care. The racing industry is one people feel strongly about, and the language and visual direction needed to lead with possibility rather than distress. The brand focuses on second chances and forward motion. Photography guidance steered toward warmth and the relationship between horses and people, avoiding imagery that could feel confrontational or place the animals in contexts of suffering.
This was a proposed brand identity that unfortunately didn't go ahead. The concept was presented in full, including the logo suite, colour palette, typography system, illustration assets and social media direction. The client chose to continue with a different designer. The work is shown here as a concept, because good thinking deserves to be seen. It also serves as a honest reminder that not every project ends the way you hope, and that's part of the job.
For not-for-profits and purpose-driven organisations, a strong brand isn't a luxury. It's how people find you, trust you and decide to support you. Let's build something that reflects the work you're actually doing.
