Expanding an iconic British brand, at the heart of horseracing and beyond.

The Jockey Club was founded in 1750 and operates fifteen of the most famous racecourses in the UK, including Aintree, Cheltenham and Epsom. To fully realise the commercial potential of their racing heritage and a continued expansion into non-sport events, Kino Design undertook a strategic update of the brand.

One key strategic decision was to implement a shift in brand hierarchy – leading with The Jockey Club across the entire Group. This brand-led identity has been crafted and applied across all fifteen individual racecourses as well as off-racecourse sub-brands such as Live, Venues and Rooms.

In-depth guidelines ensure clarity and consistency across a diverse range of brand collateral, including tone-of-voice usage and twin colour palettes inspired by The Jockey Club’s horseracing heritage.

To ensure the smooth roll-out of advertising and communications throughout the busy racing calendar a tier system was introduced. This allows marketing teams to differentiate between campaigns and target audiences – from national brand advertising to individual raceday events. Templates were developed for racecourses to produce their own communications whilst maintaining a consistent and engaging brand look and feel.