Working closely with the local organising committee, the FEI and Alltech, the identity and branding system for the Alltech FEI World Equestrian Games 2014 was created to set a new world standard for the sport and far-reaching legacy for Normandy and France. An important part of Whitestone’s appointment was its experience and approach to creating brands that involve multiple stakeholders and was capitalised on to ensure a smooth process at all stages.

Whitestone's creative and strategic team developed a fundamental narrative that broadcasts the deep and vital relationship between the human and the horse. Building on the central narrative, the identity communicates the oneness through sharing the profiles and a united eye. The logo therefore focuses on a collective determination to win and offers interchangeable perspectives for the audience. The structure of the logo also provides a system to adapt it and promote partner marketing, regional initiatives and local engagement that galvanises support and involvement.