// Racing.com
A new look for the home of Victorian thoroughbred racing.
In 2015 Racing.com became the broadcast destination of thoroughbred racing in Victoria after acquiring the rights off Sky Racing. At launch, Racing.com created a basic graphic solution but over time the design become one dimensional and a lack of organisation created inconsistencies within the graphic package.
Now with many years behind them, additional data streams become available and the channel is attracting a larger viewership count. This has lead Racing.com to an extensive broadcast rebrand which would give the channel a greater presence and the ability to add more in-depth information screens to help viewers find a winner.
A big thank you to the other contributors on this project - Champion Data & Northey and Northey.
The Project
The Brand
Previously Racing.com carried the same look and feel throughout its race day broadcast creating no segregation between day, twilight, night and international racing. This led to having no broadcast creativity and a bland graphic package that had the same hierarchy across all meetings. Having this structure also limited the sponsorship opportunities as only one package was ever used.
With this in mind, Racing.com looked to restructure its broadcast and create 5 new power brands - Midweek Racing, Twilight Racing, Night Racing (Thursday & Friday), Weekend Racing (Saturday & Sunday) and International Racing.
The new brand needed to match the tone of the sport (bold, energetic, fun, fast) whilst referencing key aspects of thoroughbred racing. We came up with a solution using a library of race silks which were constructed over a fast-paced animation, and this carried across all power brands. To separate the brands we used alternative colours to highlight the time of day/week and created a logo for each identity.
Graphics Package
With a new data partnership, Racing.com updated their broadcast graphics package offering viewers a superior experience with enhanced information. The new graphics suite added in-depth information from the form analyst team which was one data point that needed to be considered in design. This consisted of speedmaps, settling positions, horse form indicators, tips and position vs speed.
The other data related to horse racing was historical (form lines, distances, last 5, breeding etc.) which need to be represented in a clean, simplistic way so it can be digested by the viewer.
The broadcast suite consists of 144 screens which are all catalogued in a design style guide to keep the brand consistent and align it to other media assets such as the app and the website.
Have an idea? Let’s work together
Whether you have an idea, a vision or simply a question to ask, feel free to get in contact with us. We're enthusiastic about collaborating with you, regardless of the scale of the project.