The Professional Association of Therapeutic Horsemanship is an international nonprofit organization that strives to set standards for safety and excellence in equine-assisted therapy for those with physical, mental, and emotional disabilities.
The original logo does incorporate a horse and person, however in a confusing light. This mark is an elegant outline and leaves a viewer with no question as to what PATH works with, people and horses working together to make a difference.
The blue and green color palette incites calm, natural, and loosely earth-based tones. Equine assisted therapies do not directly involve any sort of outside medications and equipment. They are entirely involved with the horse, its movements, and activities facilitated by instructors and volunteers.
Brand stationery is linked within itself through the backsides of both the business cards and the official letterhead holding the brand's secondary color.
The most obvious point of the rebrand falls in the website. The website is separated into tabs regarding the relevant information available on the site in an organized way. It allows members to access vital resources, and is understandable enough for a newcomer to learn what PATH is about. Each navigation item comes to a landing page that gives a good overview of the selection upon a click, but the main navigation is through drop-downs that focus in on much more specific sections of information.
This site also allows for one to search for specific member centers in their area, accredited instructors, and marks premier accredited centers as well in results.
The organization's social media would for sure be getting a bit of a revamp. Shown above is Instagram. Management wise, posts would be made on days where volume is high. Stories and photos would be sent to a PATH social media manager from centers, members, volunteers, and clients to share the widespread reach of the organization and its impacts. Stories feature riders, volunteers, horses, special events, staff, and any other highlights that can spotlight different people (and horses) in the ring actively making a difference in PATH's centers.
PATH's main function is setting the standards that member centers are required to follow. These standards are highlighted in a large document. This documents everything from business administration, management and care of the horses used, to even countless specific diagnoses and their precautions and contraindications (specific circumstances that prevent a client from riding). This document is well over 250 pages, and above I have previews of how a page in this document would appear.
It would be printed as a softcover book and given to all member centers and accredited instructors.