Helikon Media Delivers New Name and Brand for USA Equestrian Atlanta, GA.  (July 10, 2001)  USA Equestrian, formerly the American Horse Shows Association, today unveiled its new name, logo, and advertising campaign.  Atlanta-based Helikon Media was chosen to conduct the brand program for the Federation.  Using sports property branding experience and skills acquired working with the International Olympic Committee and the United States Olympic Committee on past brand communications programs, the agency’s two managing principals, Terrence Burns and George Hirthler, clearly relished the opportunity to apply their knowledge to a US national governing body.  “Helikon came to the table with a sophisticated knowledge and process of branding, spot-on creative execution, and an intimate knowledge of the values inherent in global, elite-level sport – key knowledge we needed to re-position our brand,” said Alan Balch, president of USA Equestrian, “Change is always a challenge for any organization, but Helikon’s work has helped make the process much easier.” The USEF is responsible for ensuring fair and safe competition for all athletes – horse and human – in over 26 different breeds and disciplines and over 2,600 competitions each year.  “Ethics as the foundation of a sporting organization is a key differentiator – especially in the world of sport today,” said Burns, “and that positioning certainly makes the property appealing for new members, affiliates, and commercial partners interested in the brand.” Helikon Media is a strategic brand management agency delivering brand assessment and planning, creative execution and marketing consultation to clients worldwide. << Back to News