Reframing Brand Perception

United States Hunter Jumper Association Foundation

Led a full rebrand to shift public perception of an elite sport nonprofit, reframing the organization around access, opportunity, and impact. Built a brand system and storytelling framework that corrected misconceptions, strengthened trust, and positioned the USHJA Foundation as a steward of growth and inclusion.

Role: Creative Director, Brand Strategy, Visual Identity, Creative Leadership

Scope: Full rebrand; visual identity system; market research; messaging alignment; brand guidelines, digital and print applications

Industry: Sports, Equestrian, Nonprofit

Results:

• Shifted brand perception scores 40 points in post-launch member survey measuring understanding of the mission

• Increased first-time donor conversion by 28% in 12 months post-rebrand

• Reactivated 35% of lapsed donors, representing $50,000+ in recovered revenue

• Diversified donor demographics, increasing representation from mid-level members by 22%

• Established storytelling framework that has been applied to all communications, maintaining a consistent brand narrative

THE CHALLENGE

Equestrian sport is widely perceived as exclusive and expensive, and that perception directly shaped how the USHJA Foundation was viewed by the broader public. Despite its mission to support education, access, and opportunity within the hunter/jumper community, the Foundation was often misunderstood and seen as an organization funding opportunities for an already privileged audience.

This skepticism made it difficult to communicate the Foundation’s true purpose: expanding access to the sport, supporting riders and professionals regardless of income, and investing in programs that grow and diversify the equestrian community. The existing brand did little to counter these assumptions, relying on visual and verbal cues that unintentionally reinforced exclusivity rather than inclusion.

The Foundation needed a rebrand that would clearly articulate its mission, shift public perception, and build trust while honoring the traditions and values of the USHJA and its parent organization, US Equestrian.

STRATEGIC APPROACH

Research & Audience Analysis

Conducted qualitative research with 25+ stakeholders, including Board members, grant recipients, active donors, and lapsed supporters, to understand perception challenges. Surveyed current and prospective members to quantify the perception gap between the Foundation’s actual mission (access and opportunity) and public understanding (supporting an elite sport). Analyzed competitive positioning within equestrian nonprofits and broader sports foundations to identify differentiation opportunities.

Performed market analysis of messaging used by comparable organizations working to democratize traditionally exclusive activities (sailing, skiing, etc.) to identify successful reframing strategies.

Identified core insight: The Foundation’s existing brand inadvertently reinforced exclusivity through visual cues and messaging hierarchy that prioritized tradition over impact.

Brand Positioning Strategy

Developed a positioning framework that repositioned the Foundation from “preserving equestrian tradition” to “expanding access and opportunity within the sport.” Created a messaging hierarchy that led with impact stories rather than institutional credibility, making the human outcomes of the funding immediately visible.

Established a visual system that balanced respect for equestrian heritage (maintaining credibility with existing community) with contemporary, inclusive design (appealing to diverse prospective supporters). Designed narrative framework that reframed “elite sport” associations by consistently showing how Foundation funding removes barriers for riders and professionals regardless of income.

Storytelling Framework Development

Built a sustainable storytelling model that followed grant recipients longitudinally, showing progress over time, rather than one-time funding announcements. This content strategy showed transformational impact, instead of transactional. Developed story selection criteria prioritizing diverse backgrounds, unexpected pathways into the sport, and measurable progress enabled by Foundation support.

Stakeholder Navigation

Managed complex stakeholder environment requiring buy-in from USHJA leadership, US Equestrian parent organization, and Foundation Board while appealing to a skeptical external audience. Presented a brand strategy as addressing a business problem (skepticism limiting fundraising growth) rather than a creative preference, and built support through clear ROI framing. Created a transition plan that introduced new positioning gradually through storytelling while maintaining relationships with the existing donor base. Developed internal guidelines for addressing misconceptions about the Foundation’s function and impact, equipping staff with messaging frameworks for common objections.

Implementation & Measurement

Established brand health tracking to measure shifts in public perception, donor understanding of mission, and engagement from previously underrepresented audiences. Created brand guidelines for consistent positioning and trained staff and Board members across all communications.

Key Strategic Decision

Rather than distancing the Foundation from equestrian sport’s elite associations, I recommended acknowledging and directly addressing them. This authentic approach built credibility with skeptical audiences, kept active donors engaged, and helped the Foundation maintain respect within the equestrian community.

LEADERSHIP & SCOPE

• Project Duration: 12 months

• Research Scope: Conducted & Analyzed 1,000+ Surveys and 25+ Interviews

• Stakeholder Management: Navigated approval processes across Foundation Board, USHJA leadership & parent organization, US Equestrian

• Team Collaboration: Worked with internal Foundation team and external stakeholders across multiple key moments in development process.