Logo & Web Design Project

The North Valley Combined Driving Event (North Valley CDE) is a brand-new American Driving Society recognized driving event hosted in Beavercreek, Oregon. Organized by the same passionate leadership behind Cartwheel Farm, this event brings carriage drivers together for education, competition, and community building in the Pacific Northwest.

This project included complete branding and web development, delivering a professional identity and online home for the new equestrian event.

The Challenge & Goals

North Valley CDE was a new event with no logo, no website, and no central place for participants, volunteers, or sponsors to access accurate information. Flyers and social posts existed, but nothing unified or professional enough to communicate the legitimacy of a recognized ADS event.

What they needed

• A clean, trustworthy logo to represent the event
• A website that could handle event details, updates, schedules, rules, directions, and sponsorship information
• Messaging that welcomes newcomers while supporting experienced competitive drivers
• A digital hub that reflects the professionalism of an ADS-recognized competition

Why it mattered

Launching any new equestrian event requires:

• Credibility
• Clarity
• Consistency
• A way to earn trust quickly

A polished brand and website helped the event attract volunteers, increase participation, and support long-term sustainability. It also made the event more accessible to people who are new to combined driving and curious to learn more.

My Role & Scope

I led the project from initial concept through final launch.

• Logo concept, sketches, and final illustration
• Color palette + type system
• Website structure and user flow
• Writing and editing informational copy
• Custom webpage build
• Mobile optimization
• SEO groundwork for discoverability

Process Highlights

Discovery & Strategy

Studied similar events across the U.S. to understand what riders expect from a CDE website. Worked with the organizing team to identify the event’s tone: friendly, educational, and professionally run.

Brand Direction

Built a logo system reflecting the movement, precision, and heritage of combined driving. The identity needed to feel official enough for a recognized event but welcoming enough for local community members and newcomers.

Web Development and Build

I developed a responsive, fast-loading site with a clean structure and room to expand as the event grows each year. The site was designed to be easily editable so the team can update dates, forms, and schedules. I ensured the site was accessible and easy to navigate for all users by incorporating high-contrast text, ADA-aware spacing, clear alt text, and mobile-optimized layouts. I also added foundational SEO structure—clean headings, relevant keywords, and fast-loading pages—to help the event be more discoverable online.

Results

Before this project, North Valley CDE had no digital presence, making it difficult to share event information, attract participants, or secure sponsors. After launching the new brand identity and website, the event gained a polished, trustworthy platform that clearly communicated schedules, rules, maps, volunteer details, and sponsorship opportunities—all in one accessible place. The cohesive visual identity instantly elevated the event’s credibility, helped generate interest from both local drivers and new participants, and created a strong foundation the organizers can build on year after year.

Impact & Takeaways:

• Successful launch of the event’s first digital platform
• Increased interest from participants and local sponsors
• A scalable website ready for future years, updates, and event expansions
• A recognizable brand mark associated with quality and good organization

What I Loved About This Project

Bringing a brand-new equestrian event to life from scratch is incredibly rewarding. I loved blending heritage, movement, and clarity into a brand that feels both official and warm. Projects like this remind me how important good design is in helping niche sports grow, connect, and be taken seriously. Seeing the organizers’ passion translated into a tangible digital presence was genuinely inspiring.

If you’re launching a horse show, clinic series, equestrian event, or competition and need a brand, website, or digital refresh, I’d love to help bring it to life. Let’s talk about your project.