Instead of rational endorsement by professional riders, this website and app focused on emotional appeals featuring innovation and functionality. “Riding Pleasure“ means comfort for both riders and horses. The brand name “Kavallerie” (cavalry in German) represents the partnership between them and is associated with German qualities of perfection and practicality. It is a fusion of tradition and innovation. The concept of the moodboard was “Elegant Care”. The speed and jumps highlighted the protection of Kavallerie, and the black, red, and yellow colors stood for German values.