Transforming Virginia
into an Equestrian Destination

Despite Virginia’s rich equestrian heritage, the state was largely unknown as a destination for riders, breeders, and enthusiasts. The Virginia Horse Industry Board (VHIB)—tasked with expanding access and opportunity for all equestrians, supporting economic growth, and supporting programs that strengthen the industry—needed a cohesive way to communicate its mission.

With limited awareness and fragmented messaging, VHIB struggled to connect with both in-state stakeholders and out-of-state equestrians, despite Virginia’s long-standing reputation as a center for equine excellence. 

Virginia’s equine assets—its history, scenic landscapes, and world-class facilities—were undeniable. Yet the story wasn’t being told.

VHIB recognized that by developing a unified brand and digital presence, it could reclaim Virginia’s position as a top equestrian destination and serve as a resource hub for the statewide  community. This was a pivotal moment to modernize how the Commonwealth represents its horse industry and re-engage audiences across disciplines and borders.

We began with a comprehensive discovery phase to uncover perceptions of Virginia’s equine community and identify what truly set the state apart. Our research included:

• 20+ internal stakeholder interviews
• In-state and regional audience surveys
• Social listening via Pulsar
• Segmentation and competitor analysis

Brand Development

We translated these drivers into a clear and inspiring brand strategy, supported by a new visual identity that captured the timeless, unbridled spirit of Virginia’s horse culture.  

Website Development

We designed and built a fully reimagined website that serves as both an educational resource and a community platform.

Key features include:

• A user-submitted event calendar highlighting competitions, clinics, and shows statewide
• A business and organization directory built for community participation 
  Clear navigation to grants, research, and funding opportunities 

Campaign Development

To launch the new brand, we created the “Unbridled Virginia” campaign—a multi-channel initiative running across Virginia, Maryland, Florida, and North Carolina.

Campaign assets included:

• Programmatic display, paid social, radio, and podcast advertising
• Placements in leading equine publications
• Content showcasing Virginia’s multidiscipline appeal—hunter/jumper, dressage, racing, reining, and beyond

The campaign invited riders to “Experience Virginia—where beauty meets legacy and competition feels like coming home.” 

The new brand and website redefined how VHIB connects with stakeholders, presenting a more unified, modern image while remaining true to Virginia’s authentic equestrian spirit.  

Campaign analytics are still underway, but early feedback indicates increased engagement and strong emotional resonance among both in-state and out-of-state audiences.

The VHIB engagement has since become Gravity’s benchmark for equestrian marketing excellence—demonstrating how strategic brand, digital, and campaign development can modernize even the most heritage-rich industries.