Est. 2023 — Southern Highlands, NSW

Inner Circle
Equestrian

Supported by Natalie Innes

“A Home Away From Home for Horse & Rider”

The only equestrian community built specifically for amateur horse owners — where patience replaces pressure, belonging replaces judgement, and every milestone matters.

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02 — Brand Concept

Built for the Overlooked Rider

The equestrian industry caters to children and elite competitors. Amateur horse owners are assumed to be elite — or invisible. Inner Circle exists for them.

Everything Under One Roof

Agistment, lessons, horse schooling, and competition support in one place. No juggling multiple providers, no fragmented care. Your horse and your progress, managed together with consistency and trust.

Agistment + Training + Events

Your Pace, No Pressure

We assume no previous knowledge. Whether you're rebuilding confidence after a fall, learning from scratch, or just want to enjoy your horse without the pressure to compete — this is your space.

Patience + Empathy + Safety

A Community That Gets It

Everyone here is in the same boat — amateur horse owners who love their horses and want to learn without feeling out of place. Every ribbon, every breakthrough, every small win gets celebrated together.

Belonging + Milestones + Fun
03 — Logo Concepts

Wordmark & Icon Variations

The wordmark uses Cormorant Garamond for warmth and heritage, with Montserrat tracking for modern structure. Tested across brand surfaces.

Inner Circle
E Q U E S T R I A N
Supported by Natalie Innes
Primary / Light BG
Inner Circle
E Q U E S T R I A N
Supported by Natalie Innes
Reversed / Dark BG
Inner Circle
E Q U E S T R I A N
Compact / No Byline
Inner Circle
E Q U E S T R I A N
Supported by Natalie Innes
Gold / Accent BG
IC
E Q U E S T R I A N
Monogram / Cream
Inner Circle
E Q U E S T R I A N
Supported by Natalie Innes
Linen / Print
Inner Circle
E Q U E S T R I A N
Supported by Natalie Innes
Horizontal Lockup / Hero
04 — Color System

Palette & Usage

Rooted in the deep navy of the logo, elevated with a soft gold accent. Navy-dominant, minimal, polished — classic equestrian confidence.

Primary

IC Navy
#1C2856
Primary brand. Headers, CTAs, hero backgrounds, logo.
Navy Light
#4A5A8F
Secondary text, links, active states.
IC Sky
#7FA3C1
Accents, tags, secondary UI elements.
IC Mist
#B8D0E4
Subtle backgrounds, borders, dividers.
IC Frost
#E3EDF5
Tinted white for cards on white backgrounds.

Accent & Supporting

Soft Gold
#B8976A
Primary accent. CTA buttons, highlights, key moments.
Gold Light
#D4C4A0
Hover states, subtle gold tints, borders.
Gold Dark
#96794E
Text on gold backgrounds, dark accent.
Slate
#64748B
Supporting text, captions, metadata.
Dark Navy
#1A2550
Deep headings, footer, emphasis.

Neutrals

White
#FFFFFF
Page background. Clean, confident.
Cream
#F5F0E8
Warm neutral. Feature cards, testimonials.
Cool Grey
#F1F3F5
Alternate section backgrounds.
Silver
#CBD5E1
Borders, dividers, disabled states.
Charcoal
#3A3A3A
Body text.
05 — Typography

Type System

Three fonts. Display warmth from Cormorant Garamond, structural clarity from Montserrat, technical precision from JetBrains Mono.

Cormorant Garamond

Display & Editorial

High-contrast serif with an elegant, equestrian heritage feel. Used for headlines, taglines, and pull quotes. The italic weight carries the brand's warmth — matching the "Supported by Natalie Innes" lockup in the logo.

300 Light 400 Regular 500 Medium 600 SemiBold 700 Bold 300i – 700i
Light 300 — Hero headline
A Home Away From Home
Medium 500 — Section title
Everything Under One Roof
Light Italic 300i — Tagline / Testimonial
“After having the saddle re-fitted and with Nat’s incredible guidance, everything just clicked. I went from grinning ear to ear... to full happy tears.”
Regular Italic 400i — Byline
Supported by Natalie Innes

Montserrat

UI & Body

Geometric sans-serif with excellent legibility across sizes. Used for body text, navigation, buttons, and labels. Wide letter-spacing at small sizes mirrors the tracked "EQUESTRIAN" in the logo lockup.

200 ExtraLight 300 Light 400 Regular 500 Medium 600 SemiBold 700 Bold
Bold 700 — Button
Get in Touch
Medium 500 — Nav / Label
Agistment  ·  Lessons  ·  Events  ·  Community
Light 300 — Body copy
Whether you’re rebuilding confidence, learning something new, or simply enjoying your horse without pressure, you’ll find a welcoming team here. No assumptions, no expectations — just support at your pace.
ExtraLight 200 — Tracked subtitle
E Q U E S T R I A N

JetBrains Mono

Technical & Labels

Monospace for captions, section labels, metadata, and hex codes. Adds a structured, modern counterpoint to the organic warmth of the other two faces.

300 Light 400 Regular 500 Medium
Medium 500 — Section label
02 — Brand Concept
Regular 400 — Metadata
Calgary Park, 180 Birchalls Lane, Berrima NSW 2577
Light 300 — Code / Hex
--ic-navy: #1C2856;
Live Type Scale — 1.25 Ratio
5xl 76.3px Inner
4xl 61.0px Circle
3xl 48.8px Equestrian
2xl 39.1px Your Pace
xl 31.2px No Pressure
lg 25.0px Every milestone matters
md 20.0px A community that gets it
base 16.0px Support at your pace, from the ground up.
sm 12.8px Southern Highlands, NSW — 1.5hrs from Sydney
xs 10.2px Est. 2023 • Supported by Natalie Innes
06 — Taglines & Copy Bank

Words That Carry the Brand

Copy drawn from real social proof, community voice, and brand values. Warm, supportive, never intimidating.

Taglines

Hero — Primary
A Home Away From Home for Horse & Rider
Hero — Alternate
Where Every Milestone Matters
Feature — Agistment
Everything Under One Roof. Nothing Left to Chance.
Feature — Lessons
Your Pace. Your Goals. Your Horse.
Social — Community
Same Boat, Different Horses
Social — Celebration
Ribbons Optional. Pride Guaranteed.
Alt — Confidence
Feeling Stuck? You Don’t Have to Do It Alone.
Alt — Belonging
No Assumptions. No Expectations. Just Support.

UI Copy Snippets

Onboarding — Welcome
Welcome to the circle. Whether you’re here for lessons, agistment, or just a community that gets it — you belong here.
Onboarding — First visit
Tell us about you and your horse. There’s no wrong answer — we meet you where you are.
Empty state — No events
Nothing on the calendar yet. When you’re ready, we’ll help you load up and get there — so you never have to do it alone.
Success state — Booking confirmed
You’re booked in. Nat will be in touch to make sure you and your horse are set.
Notification — Community
The team had a successful outing! Everyone came home with ribbons, personal bests, and plenty to be proud of.
Notification — Milestone
All their hard work, patience, and dedication is truly paying off. These two share something special. #ProudCoachMoment
07 — Mockups

In Context

Desktop web and three responsive mobile screens showing key pages with the brand system applied.

icequestrian.com.au
Inner Circle Equestrian
About Agistment Lessons Events Community Contact

A Home Away
From Home

for Horse & Rider
The only equestrian community built for amateur horse owners. Agistment, lessons, and support under one roof — in the heart of the Southern Highlands.
Meet the Team Our Services

Agistment

Individual private paddocks, horse-safe fencing, twice-daily feeding and checking. A lit indoor arena, outdoor jumping, wash bays, trails, and a genuine community to share it with.

Lessons & Schooling

Bespoke training that meets you where you are. Ground work, flatwork, jumping, dressage — at your pace. Nat schools your horse too, so progress never stalls.

Events & Community

Competitions, clinics, beach rides, trail rides, social events. We load up, travel together, and support each other on the day. You never have to do it alone.

Inner Circle
Equestrian

A Home Away From Home
About Services Events Contact

Agistment

Private paddocks, daily care

Lessons

At your pace, no pressure

Events

Comps, clinics, beach rides

Home

Our Services

Everything under one roof

Agistment & daily care
Owner lessons
Horse schooling
Competition support
Clinics & training days
Trail & beach rides
Social events
Services

Our Community

Same boat, different horses

“Paddy and I had a BIG breakthrough in our lesson with Nat today. Everything just clicked. I went from grinning ear to ear... to full happy tears.”
— Monika & Paddy
“All their hard work, patience, and dedication is truly paying off. These two share something special.”
— Nat on Beck & Herbie
Community