Posted on 22 Aug 2022
Here at ICG, we have had the pleasure of working to create two new brand identities for the horse racing industry.
ICG developed a brand new look and feel for the Racing Home project, which is the industry’s first ever parenthood portal that is aimed at educating and empowering employers, employees and the self-employed in the horse racing industry.
ICG worked closely with Racing Home to create striking new branding that brings people into the very heart of the racing industry. The Racing Home website and printed collateral was designed to provide easily accessible information about the rights and entitlements of working parents; making it easier to understand complex topics such as:
- Maternity and paternity pay
- Adoption leave
- Shared parental leave
- Flexible working
- Self-employment rights
- Statutory pay
The ICG team also worked with The Racing Foundation to mark its 10-year anniversary and to evolve for the digital-first era. Here, the new branding helps to present a range of complex financial information, strategy documents and action plans in a simple and straightforward way, making it easy to digest. This was undertaken to reflect The Racing Foundation’s ethos around leaving a lasting legacy and driving positive change.
Simon Couchman, Managing Director and Creative Director at ICG, said: “We have produced some excellent creative for Racing Home and the Racing Foundation.
“By digging deep to understand the real purpose and drive behind both organisations, we have created identities that resonate with the target audiences, underpinning core values as well as conveying complex information simply and effectively.”