“I would travel only by horse, if I had the choice.” – Linda McCartney


The Brand Story

Wise Women Ride is the result of a pipe dream conjured when Founder, Jeanette White, said she wanted to travel and take people with her along for the ride. The business is Jeanette’s passion project and her legacy in this lifetime, born after a transformational equine-centred adventure in 2015.

The first Wise Women Ride tour launches in 2017 when Jeanette takes a group to Montana and Wyoming, USA.

The women’s niche travel market is burgeoning, and the women’s horse travel market is even smaller. The client attraction process depends on smart branding that targets Wise Women Ride dream clients & attracts the people to the business.

The vision for the brand is to bring adventurous journeys to women and create a space for reflection and renewal.

The brand values are integrity, openness, vulnerability and courage.




The Design Brief

Jeanette wasn’t anchored in any one design vision. If using equine imagery, the design needed to avoid cliche. The brand needed to be fresh, but grounded, with an earthy vibe but without being too rustic or rural.

Jeanette likes the idea of images of groups women together having a good time, however we encountered challenges sourcing CC0 images of women in the 40-55 age bracket! Nature-based scenery was an obvious requirement within the moodboard, along with Montana mountains and streams, horses and adventure.

“I appreciated Merryn’s enthusiasm and genuine communication style. I felt in safe hands, as I felt quite vulnerable reaching out for brand help when I know I would have to “dig deep” to really get real about what I was doing in my business, and where I wanted to take it.” Jeanette WhiteWise Women Ride




The Project Scope

The Brand Nirvana Experience encompassed:

  • the development of two logos – the master brand plus a specific logo for the 2017 USA Tour.
  • brand style guide, colour, typography & image selection.
  • the development of a suite of visual marketing graphics which can be imported into Canva for use on social media.




The Brand Nirvana Experience

Three logo concepts were initially presented. The winner: a flowing, feminine, abstract horse head gracing a warm gray circle with an equally flowing brush script font forming the basis of a combined mark.

Coral, teal and light warm gray colours accents will be used on the website, in print collateral and in visual marketing. The classic feminine serif font ‘Playfair Display’ completes the brand style guide with a degree of effortless chic.

Jeanette is savvy when it comes to playing in Canva, so I developed a series of visual marketing graphics for use in the digital imaging platform. Images of maps, 35mm film, globes and pure block colour juxtaposed by branding elements will be layered in to create content marketing memes.


Jeanette’s feedback

“I would recommend you and your services to anyone who genuinely wishes to create a visible reflection of their own business desires in a beautiful way. That is what my brand is to me. If you aren’t completely clear on your brand direction – never fear – the process helps to draw that out in a non confrontational way – its like therapy – except cheaper!” Jeanette White, Wise Women Ride


View the Brand Nirvana gallery


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