Overview
The Promoting Excellence Symposium is an equine-focused conference organized by the Florida Association of Equine Practitioners (FAEP). Dedicated to sport horse medicine, the event offers specialized educational sessions and features internationally renowned speakers, including Dr. Jean-Marie Denoix, known as “The Pope of Equine Medicine.” It was an honor to develop the visual identity for this prestigious event, ensuring the branding reflected its significance while celebrating Dr. Denoix’s expertise and heritage.
Concept & Inspiration
The event’s branding was inspired by the intersection of equine traditions, French heritage, and the Spanish opulence of South Florida. To honor Dr. Denoix’s roots in Normandy, France, I incorporated a subtle nod to French culture through the use of the Fleur-de-Lis, reimagined into a bespoke pattern. This pattern, influenced by the intricate designs of Spanish tiles, was applied to various elements of the event’s visual identity. The inclusion of palm fronds and apple blossoms symbolized South Florida’s lush environment and Dr. Denoix’s connection to his hometown, adding layers of personalization and meaning.
Collaborative Process
Throughout this project, I collaborated with and used ChatGPT as a creative sounding board and partner. This innovative approach enriched the ideation process, enabling me to refine the branding and ensure every detail aligned with the event’s goals and audience.
Design Execution
Color Palette: The color scheme adhered to FAEP’s established brand colors to maintain consistency while elevating the design with refined accents.
Typography: I modified the typography for a sophisticated touch, transitioning from Proxima Nova Black to Bold and expanding the tracking to 200. This subtle adjustment enhanced the overall elegance while maintaining legibility across print and digital platforms.
Imagery: The imagery prominently featured sport horses, such as show jumpers, aligning with the event’s focus on equine athletes.
Pattern & Texture: The Fleur-de-Lis-inspired pattern was applied to “tiles” sized at 8” on large signage, mimicking the scale of real Spanish tiles. A marble background added a luxurious, upscale aesthetic.
Botanical Elements: Palm fronds and apple blossoms were thoughtfully integrated into the design, symbolizing South Florida’s ambiance and Dr. Denoix’s Norman roots.
Outcome
The branding resonated strongly with attendees and stakeholders, earning praise for its thoughtful execution and sophisticated design. I was particularly honored to receive a personal compliment from Dr. Denoix himself, which underscored the success of the project.
Reflections
This project allowed me to combine cultural research, creative problem-solving, and design expertise to craft a visual identity that honored tradition while celebrating innovation in equine medicine. It was a privilege to contribute to such a meaningful event and to see the branding play a role in its success.
