There are stories that need to be told. The ones that have always been there—quiet, steady, forming the backbone of something bigger.
That’s what the story of HorseGrooms is.
It’s not just a brand. It’s a global movement built on devotion, on the hands that wrap leads, muck stalls, soothe anxious horses, and make elite performance possible. It’s a living, breathing tribute to the people behind the scenes who make the equestrian industry what it is.
And when I say “story,” I don’t mean strategy. I mean something witnessed. Something real.
What Is HorseGrooms?
HorseGrooms is a global community and resource hub for professional grooms and equestrian caretakers. What began as a strong vision by founder Dinette and then executed by myself in brand and web design has now become a platform that spans continents. It lives both online and in person, with events, meetups at major shows, an extensive digital resource library, and a growing archive of content from over 40 international contributors across topics like:
- Sports psychology
- Career development
- Financial planning
- Equine wellness
- Grooming best practices
But more than that, it’s a home. A place where grooms can see themselves reflected, supported, and celebrated.
And that’s the part that matters most.
The Brand Story Behind the Brand
When Dinette came to me, she wasn’t just looking to build a website or launch a blog. She was living this life—working with grooms across the world, witnessing the brilliance and devotion that so often goes unseen. She didn’t need help creating a story. She’d already lived it.
My role at Unbridled Form was to listen. To witness. And to shape what already existed into a brand that others could recognize and feel in their bones. And so HorseGrooms was never about creating something new. It was about naming something true.
Designing a Brand That Belongs to the Community
From the very beginning, we knew this had to be a brand that felt familiar to the people it was created for. That’s why the HorseGrooms identity is intentionally modern, clean, and foundational—never suggesting that someone’s experience should look a certain way. It offers enough space for everyone to find themselves inside it.
And when it came time to create HorseGrooms Insiders—the highest level of support and education the brand offers—we extended that foundational brand to include a signature high-energy color and texture-rich design. The visual system evolved to reflect the ambition and excellence of the grooms at the top of their craft.
From event flyers to rider communications to every digital and physical experience, the brand has stayed true to one thing: the people it’s meant to serve.
A Brand That Belongs on the Cover
In 2024, HorseGrooms was named The Plaid Horse Equine Impact Small Business Grand Champion.
To be considered, we had to submit our story. How the brand began, how it’s serving its community, and what its vision is for the future. So I sat down and wrote the submission. But truthfully? Dinette had already written it with the way HorseGrooms was showing up in the world. She had seen the need, long before it had a name.
All I did was witness it. And translate it. Into something others could understand. Into something others could feel.
And then, there it was. On the cover of The Plaid Horse.
The brand we shaped together. The movement that’s been growing quietly, globally. The community of grooms, seen and celebrated.
Reading the testimonials from people who found themselves through HorseGrooms—from grooms who attended events, found support, or finally felt recognized—it became clear. This isn’t just a brand. It’s truly something worth belonging to.
The HorseGrooms Merchandise Line: Built By and For Grooms
Eventually, we kept hearing the same thing again and again:
“We want to wear this. We want to see ourselves in this. We want to be part of this.”
But we weren’t going to slap a logo on a hoodie and call it a day.
Instead, we launched a global contest and asked grooms one simple question: What does being a groom mean to you?
The submissions poured in. Funny. Thoughtful. Direct. Emotional.
We let the community vote. And then we created merchandise collections based on the winning phrases:
- Horse Groom, because Miracle Worker isn’t an official job title
- Not Antisocial, Just Prefer Horses
- I Work With VIPs (Very Important Ponies)
- This Is My Real Job (We had to throw in this bonus design, because sometimes a sweatshirt can say what words can’t.)
This wasn’t just merch. It was identity. It was community, worn with pride. Each piece became a declaration. A conversation starter. A quiet kind of advocacy.
What Makes HorseGrooms So Resonant
It’s not just the expertise. Or the global scale. Or even the exceptional visual design.
It’s the way the brand sees the people who are so often unseen. It’s the way it recognizes that this industry isn’t built on ribbons or prize money—It’s built on love. On work. On showing up every day for the sake of the horse, the team, the craft.
HorseGrooms didn’t invent this. It simply gave it a name.
Want a Brand That Holds The Depth Of Your Story and Your Work?
At Unbridled Form, I don’t believe in one-size-fits-all branding. I believe in uncovering what’s already true. The real story behind your work. The story you’re already living. And then shaping it into a brand that feels as powerful as the work behind it.
If you’re building a movement, a mission, or a brand that deserves to be felt—I want to help you bring it to life.
For more brand strategy, storytelling, and design resources to grow your business in 2025, click here to visit my Freebies page where you can snag the free storytelling guide for brands. This page is full of free downloads, design recommendations, the best business tools for running your business, as well as curated playlists for brands I’ve built. (Playlists are kind of my thing.)
For more support with the strategy and intention behind your business, visit the Brand Strategy & Design Shop and connect with me on Instagram for all the latest storytelling tips, brand features, and untamed studio behind the scenes.
Because the best brands don’t follow a formula. They follow their own truth.
And if you ask me? That’s what makes them unforgettable.
