Branding With Grit: How Chyenne Mortenson Built The Brandin’ Pen For The Equine Industry

Photo by Kristen Savoie

In the equine industry, a brand isn’t just a logo—it’s a reputation. It’s your word, your work ethic, and the legacy you’re building every day.

That belief is the foundation of The Brandin’ Pen and the reason I built a branding studio specifically for equine and western businesses.

I didn’t start The Brandin’ Pen to create trendy logos or chase marketing fads. I built it to help businesses communicate their value clearly, honestly, and in a way that respects the industry they come from.

I grew up around agriculture and western culture, where trust isn’t something you advertise, it’s something you earn. Your name means something. If you say you’re going to do something, you do it. Your reputation follows you long after the job is done.

That mindset shaped how I view branding.

In the equine industry, your brand is already there—whether you’ve intentionally built it or not. Every interaction, every horse you sell, every event you attend contributes to how people perceive you. Branding simply brings clarity and consistency to that story.

Before launching The Brandin’ Pen, I noticed a recurring issue across the equine industry. I worked with breeders, trainers, associations, and western businesses that were doing exceptional work, but their branding didn’t reflect it.

They had strong programs, quality horses, and solid operations, yet their websites were outdated, their messaging was unclear, and their social media felt disconnected.

Many of them knew something needed to change, but they didn’t know where to start—or they felt traditional marketing agencies didn’t understand their world.

That gap is where The Brandin’ Pen was born.

I wanted to create a space where equine and western businesses could receive professional branding support from someone who understands the rhythm of the industry - show seasons, sale cycles, long-term client relationships, and the importance of legacy.

From the beginning, I made one thing non-negotiable: strategy always comes before design.

A logo without strategy is just decoration. I want my clients to understand why their brand looks the way it does, sounds the way it does, and attracts the people it attracts.

This process brings clarity, not just visually, but operationally. It helps business owners make confident decisions and move forward with purpose.

Today, The Brandin’ Pen works almost exclusively with equine, agricultural, and western-based businesses. That focus is intentional.

I understand that marketing doesn’t pause during foaling season. I know that your busiest time might be when others are slow. I understand how reputation travels in this industry, and how quickly trust can be gained or lost.

Because of that, I build branding systems that work in real life. The goal is never to overcomplicate, it’s to create consistency and confidence.

Visually, my work is rooted, timeless, and intentional. I draw inspiration from traditional agriculture, western typography, and brand marks that feel strong, not manufactured.

Legacy matters to my clients. Many are building businesses meant to be passed down.

Photo by Kristen Savoie

Their branding should reflect that permanence, not feel disposable or trend-driven.

From logo systems and freeze brands to full brand boards and marketing collateral, everything is designed to stand the test of time.

Education is a core part of my work. Through social media, speaking, and client conversations, I focus on helping business owners understand branding, not just outsource it.

I want clients to feel confident in their decisions. Even if they don’t work with me forever, they should understand their brand and how to protect it.

When business owners understand their branding, they make better choices, and that benefits the industry as a whole.

Growth has never been my primary metric of success - relationships are.

The equine industry is small. Your reputation matters. Many of my clients come through referrals and long-term partnerships, and that’s something I value deeply.

I’m intentional about growing The Brandin’ Pen in a way that preserves quality, trust, and connection. I don’t want to be a one-time vendor. I want to be a long-term partner businesses can rely on as they grow.

As the equine industry continues to evolve, branding will only become more important. People are researching before they ever make contact. Your website, your content, and your messaging are often your first impression.

That first impression should reflect the level of care, professionalism, and integrity you bring to your operation every day.

For me, The Brandin’ Pen is more than a business. It’s a way to support an industry I respect deeply by helping its businesses show up clearly, confidently, and authentically.

Photo by Bailee Raye Photography

Branding in the equine industry isn’t about being flashy or trendy. It’s about telling the right story, to the right people, in a way that feels true to who you are.

Through The Brandin’ Pen, I help equine and western businesses build brands rooted in trust, clarity, and legacy because in this industry, your brand isn’t just how you look.

It’s who you are.

Photo by Kristen Savoie

Chyenne Mortenson

The Brandin’ Pen

Chyenne Mortenson is the founder and creative strategist behind The Brandin’ Pen, a branding and marketing studio built specifically for equine, agricultural, and western industries. Raised around agriculture and western culture, Mortenson brings an insider’s understanding of the importance of trust, reputation, and legacy. Her work focuses on strategy-first branding—helping businesses clarify their messaging, strengthen their digital presence, and build brands designed to last.

This article is from the January issue of Equine Business Magazine