Ascot is known throughout the world for attracting the finest horses and jockeys, but increasing competition in the consumer leisure market was proving challenging and commercial partners were becoming harder to attract. We were asked to help make clear the distinction between Ascot, the destination, and Royal Ascot, the event. This would raise the profile of their other racedays, and encourage greater year-round visitation. Our brief was to create a truly iconic leisure destination.
The challenge was to create two distinct identity systems with their own unique personalities, but which still shared enough key elements to make the relationship clear. They would feel part of the same family, but the profile of Royal Ascot would no longer overshadow the rest of the Ascot brand.