Harrison Fraser

Creating brands,
creating places

The Jockey Club

Family first racing

  • Strategy
  • Identity
  • Environmental

One of horseracing’s largest and most unique product benefits is giving children and young people under 18 year-round free nationwide access to racing.

A day at the races alongside friends and family can, in addition to the beauty of the horse, make for a truly rich and memorable day out for young people.

With this in mind The Jockey Club invited H:F to create a strategic concept to deliver a day of child-centric and family-led racing experience that could be replicated across their 14 racecourses.

Encompassing the strategy and design identity, we created a series of activities and modular environments with a digital and a physical kit including a brand book and branded collaterals to ensure The Jockey Club racecourses could deliver a family day of the highest quality, project managing the production and roll out across five different courses.