CHALLENGE

Let’s face it, the horse racing crowd can be stuffy. The client wanted a brand that would attract new audiences to horse racing: young, city-savvy, curious explorers who’d never seen themselves as part of the racing crowd and couldn’t connect with their traditions.

Our challenge was to communicate the thrill of race day to an audience that, for the most part, hadn’t experienced it.

STRATEGY

We came to change the horse racing narrative and break down the barriers new fans often face: location, class, money. I left behind the language of traditional horse racing and opted for a brand voice that was clever, colloquial, daring and unapologetic. City Racing wasn’t just relocating horse racing, it was re-imagining it.

SOLUTION

Disruption needed to be seen and heard. The brand needed to look, feel and talk differently. I created a custom typeface that brought life to the tagline and ownability to the brand. The colour palette was inspired by the signs and symbols of the streets, to mirror the vibrant visual contrast of urban life, connecting the events no matter where they’re held.

A loud and vibrant new aesthetic. made for the new kids, not the old boys.