We wanted to show that Team Z7 speaks the language of horses and perfects their rhythm. When a horse sets a walk, pace, trot, canter or gallop, each stride movement creates a unique signature beat. When understood, the rider and horse can move in unison to the same frequency of that beat. We have developed a visual language that enhances the moment when horse and rider are perfectly in-tune with each other. Based on the syncopated rhythm which horses create when they are in full motion, we created five signature patterns that match the five standard horse gaits. These patterns describe the movement and pace at which the horse is performing.

It is known that rider and horse perform best when working to a resonating beat, so we wanted to create an identity that features the unique rhythms of the horse’s gait, both visually and musically. Aligning the brand with the concept of sound helps to envisage and capture the movement and rhythm of horses at the height of performance.

This identity is helping Team Z7 expand beyond the world of sports. It can stand for a performance brand with a soul: humane, mindful and nurturing. It will present Team Z7 with unique avenues for extending their brand into areas such as; championing education, animal rights and sustainability. The multi-sensory nature of rhythm will also lend itself readily to immersive brand experiences. With the unveiling of their new identity, Team Z7 have reinforced their standing within the equestrian community, and the company are projecting an image of premium status with a much higher recognition.

The movement that horses create when performing results in a syncopated beat that we can represent as a pattern that is unique to Team Z7. While other teams focus heavily on a winning culture, this was a refreshing departure to turn the attention towards the real stars, the horses.

Team Z7 is a professional equestrian team owned by Dubai’s Royal Family. The original Zabeel Stables were born out of family tradition and a deep rooted passion for horses. Team Z7 has built a culture of success that is enhanced by a sense of pride and belonging. From polo to show jumping to riding, Team Z7 speaks the language and rhythm of horses. It is from this deep understanding that we have developed a visual language.

We were briefed with putting Team Z7 on the international map and differentiating it from other teams.