Having worked closely with the British horseracing industry for several years, we have seen attitudes to innovation exhibit a 180-degree turnaround.

Racing For Change, a consumer-facing brand designed to take the brunt of criticism over proposals to modernise the sport and industry, had seen signs of real progress. It was time for a new, positive, celebratory brand. A brand which highlighted and championed the provenance, excitement and energy of the Great British racing product in all its forms, and thus, GBR, or Great British Racing was born.

H:F delivered the identity and its full brand positioning including naming, website and launch collateral. Acting as Brand Guardians over the course of our work we’ve continually developed the brand’s strategic implementation and subsequent design.

GBR goes from strength to strength as the public face of British racing.