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Amelia Newcomb Dressage


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Amelia Newcomb is a Grand Prix dressage rider with a highly successful online dressage training program.  Her existing website was confusing to navigate, and retained all the original Wordpress template elements with very little customization. The site needed to be retooled and upgraded to better connect with Amelia's 40,000 YouTube subscribers and online training clients.

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The project - Amelia had a Wordpress website that had been built with little attention to the client's branded image, and no real organization.  Because there had already been a considerable investment in Wordpress assets and hosting, we decided to retain the WP theme, but totally revamp the site.

The details - The new site clearly presents the wide range of free and paid training resources Amelia offers, with links to each.  Simplifying navigation, emphasizing the client's brand image, providing a mobile-friendly user experience, and  offering a site membership popup were all essential, as was an updated look.

Design elements

Amelia Newcomb Dressage home page.png

Amelia had great photo resources and an established brand identity that were not showcased in her old site. The new site incorporates the colors and fonts of her brand, and uses many of the beautiful photos and videos she had.

Imagery and design elements

Amelia Newcomb Dressage blog page.png

Amelia creates weekly YouTube videos that are followed by more than 40,000 channel subscribers.  These videos had always been part of her site, but we needed to highlight and better incorporate them.


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One of the important elements of the site was the popup to encourage site visitors to subscribe to Amelia's online services.  Making the popup compelling and easy to use was a top priority.

Subscription popup

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