Versilia
2025
Horse Show presented by Giorgio Armani
Services
→ Brand Identity
→ Positioning
Challenge
For the Versilia Horse Show logo, our challenge was to combine two key ideas: the high level of the sport and the beauty of the natural location by the sea. The event brings together top riders, horse lovers, and people who care about nature. We needed a design that reflected both the elegance of horse jumping and the unique spirit of Versilia.
This is one of the largest competitions ever organized in Lido di Camaiore, making it not only a prestigious sporting event but also a celebration of the region’s harmony between sport, style, and the sea.
Our collaboration with Versilia Horse Show began at a moment of complete uncertainty, when the event existed only as a vision. We were asked to design the first logo to present the project to sponsors, before anything had been built. After understanding their ambitions, we developed two brand directions: one more sport-driven and one emotional, inspired by reflection, nature, and place. The emotional direction immediately resonated, becoming the foundation of the brand and shaping the identity of what is now one of the most prestigious equestrian events in Versilia.
We built a concept that truly reflected what the brand aspired to become.
“Each of us consciously or not is the result of actions we do in life. So, we reflect what we love more or what represents us. Also, nature returns this care to us directly or indirectly. We love nature, because we are part of it. Reflection in the water (Versilia coast), Reflection of thoughts or actions.”
The brand quickly proved successful and naturally extended across every application. Its vision continues to resonate in different cities across Italy, evolving into one of the country’s most significant and recognized equestrian events.
The identity seamlessly extended into high-profile collaborations with iconic brands such as Giorgio Armani and Longines, reinforcing the event’s prestige and international appeal. Through refined visual applications and carefully curated presence, the brand language remained consistent, where elegance, sport, and style converge, elevating the Versilia Horse Show into a symbol of contemporary luxury within the equestrian world.
At the heart of the event lies the pure expression of performance, a moment where rider and horse move as one. Precision, trust, and elegance come together in motion, embodying the spirit of competition and the refined intensity that defines the Versilia Horse Show.
Every detail, from posture to presence, reflects the deep bond between rider and horse, where discipline meets sensitivity. It is in these quiet moments of concentration that the true character of the sport emerges, balancing.
We are proud to have built a successful brand that continues to grow and endure over time. This is what drives us forward, walking side by side with the vision of people who aspire to inspire the world we live in.
