Brand & Digital Agency
Brand & Digital Agency
Chester Racecourse
Horses, heritage and high-jinks.
2024
What we did
Brand Strategy Visual Identity Brand Guidelines Animation Film & Photography UI Design Campaign
Tone of Voice
Definition
Campaign Film
Bellboy Studio
Animation
Pixels & People
web Development
Netfuel
Chester Racecourse, established in 1539 and the oldest operational racecourse in the world, sought a refreshed brand strategy and identity. We created an approach that honours its rich heritage, prestige and high-end hospitality while modernising its presence. The new identity is built around two strands: a core brand rooted in history and sophistication, and experiential campaigns that capture the excitement, energy and atmosphere of race days and events.
Chester Racecourse, established in 1539 and the oldest operational racecourse in the world, sought a refreshed brand strategy and identity. We created an approach that honours its rich heritage, prestige and high-end hospitality while modernising its presence. The new identity is built around two strands: a core brand rooted in history and sophistication, and experiential campaigns that capture the excitement, energy and atmosphere of race days and events.
Chester Racecourse, established in 1539 and the oldest operational racecourse in the world, sought a refreshed brand strategy and identity. We created an approach that honours its rich heritage, prestige and high-end hospitality while modernising its presence. The new identity is built around two strands: a core brand rooted in history and sophistication, and experiential campaigns that capture the excitement, energy and atmosphere of race days and events.
Horses, heritage and high-jinks
We repositioned Chester Racecourse as the magical maître d’ of race days — a host that’s a warm and charismatic purveyor of fun. By defining a clear purpose and personality we captured what makes the racecourse both welcoming and distinctive. The result is a focused proposition and positioning that honours their heritage while expressing their commitment to creating memorable, magical experiences for every visitor.
Horses, heritage and high-jinks
We repositioned Chester Racecourse as the magical maître d’ of race days — a host that’s a warm and charismatic purveyor of fun. By defining a clear purpose and personality we captured what makes the racecourse both welcoming and distinctive. The result is a focused proposition and positioning that honours their heritage while expressing their commitment to creating memorable, magical experiences for every visitor.
Horses, heritage and high-jinks
We repositioned Chester Racecourse as the magical maître d’ of race days — a host that’s a warm and charismatic purveyor of fun. By defining a clear purpose and personality we captured what makes the racecourse both welcoming and distinctive. The result is a focused proposition and positioning that honours their heritage while expressing their commitment to creating memorable, magical experiences for every visitor.
Horses, heritage and high-jinks
We repositioned Chester Racecourse as the magical maître d’ of race days — a host that’s a warm and charismatic purveyor of fun. By defining a clear purpose and personality we captured what makes the racecourse both welcoming and distinctive. The result is a focused proposition and positioning that honours their heritage while expressing their commitment to creating memorable, magical experiences for every visitor.
Bringing centuries of history into the present
We refined the Chester Racecourse crest with sharper detail for use at any size, and added the date to highlight its long history. We also introduced the ribbon, drawn from the crest’s red and blue halves, as a simple, elegant graphic device. Together, these create a modern identity that remains true to the racecourse’s heritage and prestige.
Bringing centuries of history into the present
We refined the Chester Racecourse crest with sharper detail for use at any size, and added the date to highlight its long history. We also introduced the ribbon, drawn from the crest’s red and blue halves, as a simple, elegant graphic device. Together, these create a modern identity that remains true to the racecourse’s heritage and prestige.
Bringing centuries of history into the present
We refined the Chester Racecourse crest with sharper detail for use at any size, and added the date to highlight its long history. We also introduced the ribbon, drawn from the crest’s red and blue halves, as a simple, elegant graphic device. Together, these create a modern identity that remains true to the racecourse’s heritage and prestige.
Bringing centuries of history into the present
We refined the Chester Racecourse crest with sharper detail for use at any size, and added the date to highlight its long history. We also introduced the ribbon, drawn from the crest’s red and blue halves, as a simple, elegant graphic device. Together, these create a modern identity that remains true to the racecourse’s heritage and prestige.
Capturing the race day energy
We took the familiar shapes of traditional racegoer badges and tags and turned them into playful graphic elements. These shapes behave and move in a variety of ways, adding energy whether they’re still or animated. This side of the identity reflects the excitement of a race day, capturing the feeling of anticipation that builds as the event comes to life.
Capturing the race day energy
We took the familiar shapes of traditional racegoer badges and tags and turned them into playful graphic elements. These shapes behave and move in a variety of ways, adding energy whether they’re still or animated. This side of the identity reflects the excitement of a race day, capturing the feeling of anticipation that builds as the event comes to life.
Capturing the race day energy
We took the familiar shapes of traditional racegoer badges and tags and turned them into playful graphic elements. These shapes behave and move in a variety of ways, adding energy whether they’re still or animated. This side of the identity reflects the excitement of a race day, capturing the feeling of anticipation that builds as the event comes to life.
Capturing the race day energy
We took the familiar shapes of traditional racegoer badges and tags and turned them into playful graphic elements. These shapes behave and move in a variety of ways, adding energy whether they’re still or animated. This side of the identity reflects the excitement of a race day, capturing the feeling of anticipation that builds as the event comes to life.
Work with us
or say hello.
Address
unit 9, 16 Brick st,
liverpool, l1 0bn
Making Cherished things since 2000
© Smiling Wolf Ltd 2025
Work with us
or say hello.
Address
unit 9, 16 Brick st,
liverpool, l1 0bn
Making Cherished things since 2000
© Smiling Wolf Ltd 2025
Work with us
or say hello.
Address
unit 9, 16 Brick st,
liverpool, l1 0bn
Making Cherished things since 2000
© Smiling Wolf Ltd 2025