A WOMM Storytelling Strategy
Each year, thousands of good horses find themselves in the transition of career or ownership, and each year, a number of these horses end up at risk of inhumane treatment. The Right Horse helps to facilitate adoption by reframing the conversation, eliminating shelter horse stigma, and creating a community to start a movement of awareness and action.
UI Design
As Design Lead for TheRightHorse.org and pleased the successfully-launched site was a growing knowledge hub for equine welfare education. Now, in 2023, TRH is now a program of the ASPCA and I am again pleased that the site has retained not only the original UI design but that the UX has been expanded in an intuitive way that supports the original traffic flow.
Designed in Illustrator
Created on WordPress
Stories
It is through sharing of stories that individuals can empathize with the struggles of others, becoming inspired to adopt, volunteer, and get involved with equine welfare initiatives in their community. Stories are submitted via the web form and featured as blog posts and social posts where they are shared and re-shared.
Imact Book
A retrospective look at the impact marketing efforts had on the brand mission. By visually showcasing these highlights in a printed book, Brains on Fire was able to develop an easily-digestible marketing tool to help with future program sponsorship opportunities.
Surprise & Delight
We created and shipped to new Right Horse partners, press, bloggers, and social influencers as part of the Brains on Fire word of mouth marketing strategy. Boxes include the Good People for Good Horses spirit line t-shirt, a custom illustrated Right Horse bandanna, a heat-branded leather bracelet, a series of palm cards, washable horse paint, and in some cases, branded Freshly Picked baby moccasins and custom J. Crew denim shirts.
