Great British Racing
Kids Race Free.
OVERVIEW
The task was to revamp Great British Racing’s ‘U18s Race Free’ initiative. A new visual identity was developed, creating a fun and engaging style to make the brand more appealing to families. The brand needed to be contemporary, fresh and light, attempting to shred the negative stereotype formed around racecourses not being a wholesome environment.
The new logo playfully utilised the iconic winners rosette with unsymmetrical and rounded typography creating a quirky and quintessentially British personality. Bright impactful colours populated by exciting illustrated characters helped bring children into the playful universe of horse racing.
THAT’S ALL FOLKS!
An illustrative style with a strong nostalgic aesthetic was developed with a host of exciting characters. It aimed to be reminiscent of classic cartoons creating a sense of wholesome family entertainment.
A BRITISH ICON
An original comedy content series featuring David Walliams, was created to support the campaign. This aimed to showcase the fun that families can have at the races.
