Horsedeal
Client: Horsedeal
Role: Illustrator, Designer
2024
I created custom illustrations for Horsedeal, more specifically for their landing page and e-mail marketing. I was fortunate to redesign their logo as part of their soft rebranding.
I also created a video for their brand relaunch.
Logo Rebrand
Challenge
The current logo is too masculine and doesn’t fit the audience which is predominantly female. It lacked an emotional appeal and did not reflect the brand’s personality.
Concept
We wanted the logo to capture Horsedeal’s essence and somehow contain the brand’s attributes. To reflect those, we needed to identify the right keywords. Those were initially “local search”, “love”, “matching” and “horse”. Later we simplified them to “rider”, “horse”, and “match”.
Initial sketch of the brand attributes
Result
For a balanced logo that would work well as a symbol and an app icon I decided to create a brandmark with geometric building blocks. My goal was to communicate Horsedeal’s brand attributes while maintaining simplicity. I then added the wordmark and created logo variations.
Simplified brand attributes fusing to logo
Logo geometry
Default brandmark
Default primary logo
Default secondary logo
Color variation brandmark
Color variation primary logo
Color variation secondary logo
Spacing rules
Illustration
The objective here was to help guide Horsedeal users through their digital journey. I explored many different styles before finding and refining the perfect approach to turn complex ideas into simplified, meaningful visuals.
The illustrations need to be consistent with the brand and compliment its imagery and iconography.
Illustrations “Transaction Flow”
Sketches “Transaction Flow”
Illustrations “Account”
Sketches “Account”
Illustrations “Profile”
Sketches “Profile”
Illustrations “Listings”
Sketches “Listings”
Illustrations “Code of Conduct”
Sketches “Code of Conduct”
Launch Video
For the launch of Horsedeal’s new platform I created a video teaser highlighting some of the brand’s key features.
The video can be seen on the landing page and on reels on their social channels.
(German only)