Caballus | AUDREY POWELL

The Problem:

It's hard for horse investors to know who (or what) to trust when purchasing or selling a horse.

Horse investors don't work with just one horse. It's challenging to maintain current records on each horse's rides, veterinary care, and records. Keeping good records takes time away from working with and getting to know the horse.

The Solution:

Caballus is an app for horse investors who want a trusted buying and selling experience. It’s easy to use, requires little extra time, isn’t

easily manipulated, and can be shared with others. It allows investors to focus on what matters: generating an emotional connection with the horse.

The Prompt:

Designed a brand style guide
Brand style guide influenced the app design
Created a high fidelity working prototype for client that was successfully passed to developers
Led to the creation of version 1 of the app.
View it in the App Store

Personas

Jason, 38, Horse Investor

Jason is a third generation horse trainer and invests in horses with his dad. They have recently turned down investment

opportunities as they don’t have the time to train their horses and keep records.

Caballus helps Jason keep track of the

nitty gritty details so he can spend his time focusing on what he does best:

transforming horses through his patient and persistent training.

Kayla found her love for horses when she was 17. She didn’t have time to ride in

college, but now that her schedule is more stable, she can be found on trail rides every weekend with her gelding, Hank.

Caballus helps Kayla stay connected with her friends at the barn. She enjoys sharing her rides with them while simultaneously creating a personal record of her

adventures with Hank.

Kayla, 26, Pleasure Owner

Logo Exploration

Logo Usage and Development

Goal - Key Emotion is trust: transparency conveyed through minimalist details and organic shapes.

See Standard Logo

“The Trusted Horse Experience” (TTHE spans the width of the logo and the proportional relationship between TTHE and “CABALLUS” should not be changed. Additionally, the proportional relationship between the Icon and “CABALLUS” should not be changed.