Case study · Super Sires
Super Sires
A new website and an ongoing stream of social media design for Super Sires, the US non-profit stallion incentive program that has awarded more than $1.5 million to show horse breeders, owners and riders.
01 — Context
By horsemen, for horsemen
Super Sires is a national non-profit stallion incentive program for the show horse world. Stallion owners enrol their stallions, breeders nominate the foals, and those foals earn the right to compete for Super Sires money in special classes at major shows, from the All American Quarter Horse Congress to, in 2026, the APHA World Championship Show.
Its mission is to support Non-Pro riders of every skill level and the breeding of quality bloodlines. It's run by active breeders, trainers and stallion owners, and it has paid out more than $1.5 million in cash and prizes so far.
The program had grown a lot. Its old website hadn't. Super Sires asked us to rebuild it, then stayed on with us for the social content that keeps its community showing up.
The project in numbers
A program with real money behind it
- Awarded to date
- $1.5M+Cash and prizes paid out by Super Sires, from the client's own site copy.
- Page designs
- 60+Stallion directories, show results, purse programs, auctions and an account dashboard.
- Social posts and covers
- 180+Show announcements, winners, sponsors and alumni, designed in 2026 alone.
- Breeders Purse classes began
- 2019A cornerstone of the program, now explained on its own page.
02 — The website
A lot of information, made easy to find
Super Sires runs on details: which stallions are enrolled this year, which foals are nominated, which classes pay what, and where the next show is. Its audience is four different groups too: stallion owners, breeders, owners and exhibitors, and trainers.
We designed more than 60 pages around those needs. The homepage leads with enrolled stallions, then the numbers, then the latest results and newly nominated foals, so a visitor sees the program working before they read a word about it. Mega menus sort everything into Stallions, Foal Nominations, Programs and Events, and each audience gets its own landing page that explains exactly what Super Sires offers them.
We designed and developed the site, including online nomination and update forms, a show results archive with class and horse pages, and an auction section with a full customer account area for the annual Stallion Service Sale.
Stallions and payouts
Lead with the horses
The stallions are the stars, so they get the big photography. Each card carries the stallion's name in condensed caps, its sire and dam, and small badges for new enrolments and past Super Sire of the Year winners. The directory sorts the whole roster, and every card opens a full stallion page.
Right under the slider, four payout figures do the convincing: total awarded, paid this year, and paid to Non-Pro and Open riders.
03 — Design
Heritage, without the dust
Super Sires already had a much-loved western logo, a horse standing over the name on a ribboned oval. We kept it and built a calmer, more modern system around it.
Arena cream backgrounds and a deep midnight indigo do most of the work, with a brighter violet for buttons, ribbon red for dates and dollar amounts, and buckle gold for awards. Headlines are set in a tall, condensed serif with italic accents, so the site feels like a fine show program, while condensed caps nod to the lettering in the logo. The result looks at home in the show world without looking old.
It's the same thinking behind our work for StallionCompare and Winning Edge Equine Services: know the horse world, then design for it.
People
Put faces to the program
Super Sires is a program built on trust, and people want to know who's running it. Each Executive Committee member has a profile page with a portrait and a proper bio, so breeders can see that the people making decisions are horsemen and women who live the show pen every day.
04 — Social media
A feed that keeps them showing up
A stallion incentive program lives or dies by entries, so Super Sires needs people talking about it all season. We design its social media week in and week out: show announcements with class and purse tables, winner and alumni posts, sponsor thank-yous, Facebook covers and teasers for big news.
Every post uses the same indigo, violet and cream as the website, the oversized Super Sires wordmark and the same condensed type, so a post in someone's feed and a page on the site clearly come from the same place. That consistency is a big part of why a cohesive brand matters: people recognize it before they read it.
APHA World Show
New classes, big news
In 2026 Super Sires partnered with the American Paint Horse Association to launch all-breed classes at the APHA World Championship Show in Fort Worth, a first for the program. The announcement posts had to feel like an event: a sunset palette, a glowing purse figure and the World Show badge, followed by title-sponsor posts in the core indigo.
What we delivered
<p>Want a website and a social feed that work together? Have a look at our <a href="/industries/non-profits">non-profit work</a>, or read how we think about <a href="/storytelling-through-web-design-turning-scrolls-into-sales">storytelling through web design</a>.</p>
- 01Website design60+ page designs for stallions, foals, programs, results, events and auctions.
- 02Website developmentThe live build, from nomination forms to the show results archive.
- 03UX/UI designMega menus, audience landing pages and a customer account dashboard.
- 04Auction and e-commerceStallion Service Sale listings, auction pages, orders and payment methods.
- 05Social media designWeekly posts, show announcements, winner features and Facebook covers.
