Jockey Club

Jumping into the future

How a fresh look and feel gave this institution a new lease of life

The problem

Despite being established for over 260 years, and 80% awareness of the name, very few people actually understood The Jockey Club’s crucial role in horse racing. We needed to give them a new swagger and purpose.

The outsmarting

We repositioned and redesigned the brand and its 15 racecourses, building equity that could extend into new areas such as fashion, events, music and travel.

Our work unified all the Club’s communications, telling their story with the passion and poise its rich heritage deserved. We weaved it into the fabric of every individual racecourse it owns and operates. We ensured each racecourse could still make its own mark - with a flexible identity system that oozed authority and refinement.