Description:

Auckland Thoroughbred Racing is one of the oldest racing institutions in New Zealand. But even events like the Boxing Day Races – once a can’t-miss event in the city – were being dismissed by young people as old-fashioned, big-hat, corporate, and not for them.

They needed to refresh their brand, while not alienating their die-hard fans. Keeping one foot in heritage and one foot in modern-day.

With four separate brands, we needed a design system with enough consistencies to feel cohesive, but enough variables to feel distinct.

Originally, the brands were spread over multiple websites. We brought them all together under one website, using the new brand design elements. Florent was used as the primary font to connect the brands together, and colour helped differentiate them.

The simplified design meant we were able to streamline booking and calendar processes and offer easy navigation between events, races and venues.