The Right Horse Initiative Digital Experience
Through Brains on Fire, I supported The Right Horse Initiative, an organization dedicated to improving outcomes for at-risk horses through adoption, education, and community advocacy.
Each year, thousands of healthy, capable horses transition between careers or owners. Without awareness and support, many become vulnerable to neglect or inhumane outcomes. From 2016–2019, The Right Horse Initiative worked to change that reality, reframing the narrative around adoptable horses, reducing stigma, and building a national movement centered on compassion, education, and action.
During this period, The Right Horse Initiative established itself as a trusted voice in equine welfare, ultimately becoming an official ASPCA program in 2019. The digital foundation created during the original launch continues to support the program today.
👉 I designed and led the Right Horse web and social media experience, including:
• UI and UX design for TheRightHorse.org
• Information architecture and knowledge-hub strategy
• Social storytelling systems and visual frameworks
• Influencer and spokesperson engagement experiences
• Surprise & delight development and execution for influencers and celebrity speakers
• Impact marketing materials and printed storytelling assets
UI & UX Design
I led the UI and UX design for TheRightHorse.org, creating a digital experience that balanced education, emotion, and action. The goal was to move beyond awareness and guide visitors toward adoption, advocacy, and partnership.
The platform functioned as a scalable knowledge hub, organizing complex information into clear pathways for both first-time visitors and experienced equestrians. Storytelling and resources worked together, helping users move naturally from learning to action.
Visually, the interface emphasized warmth, accessibility, and trust. Editorial content, education, and adoption messaging were unified through a consistent design system that felt credible and approachable to a national audience.
The UX strategy reduced friction and stigma around adoption by reframing horses not as rescues, but as opportunities for partnership and possibility. Content structure and user flows were designed to increase engagement and participation.
Today, TheRightHorse.org is now aspcarighthorse.org.
Stories
Storytelling became the emotional engine of the platform. Visitors could submit personal adoption and advocacy stories through the website, transforming individual experiences into shared momentum.
These stories were published across the site and social channels, helping audiences connect emotionally with equine welfare and inspiring adoption, volunteering, and community participation.
Imact Book
To demonstrate measurable progress toward the organization’s mission, I helped create a printed Impact Book, a visual retrospective showcasing marketing outcomes, community growth, and program reach.
The piece translated complex impact data into an accessible narrative tool used to support partnerships and future sponsorship opportunities.
Surprise & Delight
As part of Brains on Fire’s word-of-mouth marketing strategy, I concepted and designed branded experience boxes for partners, press, bloggers, and influencers.
Each package reinforced the “Good People for Good Horses” ethos and included thoughtfully curated items such as a spirit-line t-shirt, illustrated bandanna, heat-branded leather bracelet, palm cards, washable horse paint, and select partner collaborations including Freshly Picked baby moccasins and custom J.Crew denim shirts.
