Wellington, FL – [09/24/25] – Wellington International today announced a bold new look for its globally recognized equestrian events with the launch of a refreshed brand identity, new merchandise collections, a unified website, and a dynamic advertising campaign.
The rebrand introduces new logos for the Winter Equestrian Festival, Global Dressage Festival presented by Adequan®, The Great Charity Challenge (GCC) sponsored by Fidelity Investments®, and the WEF Sport Horse Auction, bringing visual cohesion across Wellington International’s signature events. Together, these new marks represent more than a logo change—they reflect Wellington International’s mission: “To keep Wellington International the premier horse sports destination in the world for generations to come.”
As Wellington International continues to scale globally, the need for a dynamic and cohesive brand system became clear. The new identities build upon the event’s strong heritage with:
- Stronger Differentiation: Each event now has a distinct visual footprint, while maintaining a cohesive connection to the Wellington International parent brand.
- Commercial Appeal: Built with merchandise and apparel in mind, the new logos are versatile and scalable for embroidery, retail, and licensing opportunities.
“These identities are designed to build lasting brand equity and differentiation for the Wellington International brands,” said Alicia McLaughlin, Director of Marketing. “They give each event its own character, while reinforcing our reputation as a global leader in equestrian sports and lifestyle.”
The rebranding will be celebrated with exclusive new merchandise collections, available in the Wellington International Shop, that bring the updated designs to life. From performance apparel to lifestyle accessories, the collection is built with both equestrians and fans in mind. These new styles will be available on December 1st both online and in store at Wellington International.
Coinciding with the rebrand, Wellington International is preparing to launch a new website in late fall that unifies all events and disciplines under a single digital platform. Designed by Wellington International partner, SP Rhodes, the website focuses on clean navigation, elevated visuals, and optimized user experience. The site will serve as a hub for competition schedules, hospitality offerings, merchandise, and community engagement.
To amplify the rebrand, Wellington International has developed in partnership with New York-based creative agency Avrett Free Ginsberg (afg&) its partner creative agency, on a groundbreaking advertising campaign. Launching Fall 2025, the campaign will feature both print and digital activations and highlight Wellington International’s multi-discipline equestrian portfolio—including hunters, jumpers, equitation, dressage, and para dressage.
The campaign celebrates the spirit of equestrian sport through a series of powerful taglines:
- Where Champions Astonish
- Where Champions Perform
- Where Champions Break Barriers
- Where Champions Give Back
“Our new campaigns reflect what makes Wellington International different from any other horse show in the world,” said Murray Kessler, CEO. “There are many other horse shows where champions meet but Wellington International is where champions are made! From short stirrup to the Olympic games. That’s why so many professionals and families alike call Wellington home.”
