Behind the Scenes: Designing the ABRA World Show Program (Print + Digital)

How I’ve built and evolved this 76-page equine event publication since 2019

Since 2019, I’ve had the honor of designing the official ABRA World Show Program, a project that combines graphic design, event coordination, marketing strategy, and community storytelling into one comprehensive print and digital experience.

Each year, the program grows more dynamic. In 2025, we produced a 76-page booklet that not only served as a functional show guide, but also celebrated sponsors, youth leaders, lifetime achievements, and more. Whether handed out ringside or viewed online through a digital flipbook, this program is one of ABRA’s most anticipated and widely shared show pieces.

Print vs. Digital: Two Formats, Two Challenges

Creating a printed program isn’t as simple as filling pages, it must follow professional layout rules. Because the booklet is saddle-stitched, the total page count must be divisible by 4. That adds a layer of strategy to content placement, ensuring each spread balances editorial, sponsor ads, schedules, and visuals without awkward blank space.

For the digital version, I use Heyzine, a free and accessible flipbook platform that allows members to browse the full program online. It’s perfect for pre-show promotion, sharing via email and social, or accessing on a mobile device during the event.

Pre-Entries: From Spreadsheet Chaos to Reader-Friendly Design

More than 30 pages of the 2025 program were dedicated to pre-entry listings. I imported the data directly from Excel spreadsheets and formatted everything in Adobe InDesign, ensuring consistent fonts, spacing, and layout styles to make the entries clean and scannable.

This part of the process required:

• Cleaning and organizing data

• Building structured styles for consistency

• Visually prioritizing rider and horse info for quick reference

It’s one of the most technical and time-consuming pieces of the project, but also one of the most valuable for competitors and spectators alike.

Full-Service Design + Content Management for the ABRA World Show Program

Each year, I manage every step of the creative process:

• Advertising: I handle all sponsor and vendor ads—coordinating content, designing layouts, and ensuring brand alignment across the program.

• Content Gathering: From welcome letters and event schedules to class listings and featured spotlights, I collect and edit everything that appears in the program.

• Graphic Design: I create all custom visuals, including:

  • Youth Ambassador features

  • YES Online Auction graphics

  • Lifetime Achievement Award spreads

  • Vendor shoutouts and sponsor highlights

• Brand Voice & Visual Consistency: The entire piece is crafted to reflect ABRA’s professional standards and community pride.

Why It Matters

This isn’t just a graphic design assignment, it’s a flagship piece of the ABRA World Show. It connects attendees, honors sponsors, uplifts youth leaders, and celebrates the spirit of the buckskin community. And since 2019, I’ve had the privilege of helping it grow into a professional, polished, and meaningful publication.

Every page is a reflection of the care, coordination, and commitment that goes into producing a world-class event, and I’m proud to bring it to life year after year.

Need Help With Your Own Horse Show Program?

Whether you’re organizing a national show, a regional futurity, or a banquet program, I offer full-service print and digital program design, including ad layout, pre-entry formatting, flipbook creation, and more.

👉 Let’s connect to bring your next equine event program to life.

Karri Owens | owenskarri@gmail.com | 509-628-6904