PROJECT DEVELOPMENT / 04
J&E / Print Advertising
Developing a consistent brand presence for different equestrian publications.
Creative direction · Visual development · Advertising design · Publication adaptations
The project
These J&E advertisements connect the brand with equestrian spaces through two different placements: a two-page Chronicle of the Horse spread and a Plaid Horse training-issue advertisement. Each composition responds to its publication and format.
Defining the campaign approach
Equestrian architecture and arena imagery provide the context. Typography, imagery, and messaging work together to keep the brand recognizable while giving each placement a specific emphasis.
Developing the composition
My contribution connects the visual direction with the final layout: selecting how the space is presented, establishing the reading order, and balancing the image with the headline, supporting copy, and brand information.
Adapting the direction
The two-page spread has space for a broader visual statement. The single-page training placement concentrates the message around an indoor riding arena. The project shows how a consistent direction can adapt to different editorial settings and page proportions.
Two publication-specific pieces linked by a consistent approach to J&E’s brand presentation.