HEARTS

Ellerslie had been away. While the course was resurfaced, racing decamped to Pukekohe Park — so coming home was a genuine occasion, and it came with a brand-new identity. After 14 years working together, Ellerslie trusted us to make the reopening feel like the moment it was, and to land the new brand with two very different audiences: the industry, and the race-day public.

For the industry, we created a launch to unveil the refreshed brand to the people who shape a racecourse's reputation. For the public, we brought it to life where every race-day begins — the course entry, the first thing tens of thousands of people pass on their way in, dressed head to toe in the new identity, so the welcome home felt unmistakably Ellerslie.