CHELTENHAM FESTIVAL

Elevating a race identity into a lifestyle brand

Brand Identity Campaign Illustration Animation Copywriting Tone of voice Brand Guidelines Brand Rollout

TRUTH

Considered as the race-lovers festival, Cheltenham is an annual pilgrimage for race fans, with over 200,000 people in attendance across the duration of the festival. It's widely regarded as the highlight of the racing calendar, and one of the sports most iconic events.

Rich heritage and prestige has meant Cheltenham has become more than a racing event. It has transcended into a lifestyle, becoming synonymous with high fashion and premium brands. Using their proposition of 'Four Days Of Extraordinary', The Jockey Club wanted to create a brand for the event that reflects this elevation.

DARE

Influenced by the proposition, our idea was to create a modern heritage brand that felt like it had an extraordinary element at every touchpoint. Taking inspiration from the world of race tags and pin badges, we developed a set of beautifully crafted emblems that put a modern spin on traditional crests. The range represents the four unique days of the festival as well as some of the qualities that make the whole event so special.

A new logo was developed that brings all of the badges together and acts as a timeless mark of quality for the festival. This is complimented by an elegant colour palette that mirrors the tones of the festival, and a classy type system.

For the launch campaign, we built upon the ‘Four Days Of Extraordinary’ positioning and created a set of ads that all use the idea of time to communicate a series of extraordinary moments and memories from across the event.

For many race-lovers, the Cheltenham Festival is the pinnacle of the racing calendar and a highlight of their year. Thisaway have created a brand that captures this prestige, as well as the history of this iconic event. The craft and precision of the design matched with the passion and excitement of the copy truly lands our proposition of 'Four Days Of Extraordinary'. We're delighted with the result and we look forward to developing the brand in the years to come.

Olaf Gueldner - CMO, The Jockey Club