The Horserace Writers and Photographers Association is along established organisation that looks after the rights of it’s members.
Initially they had wanted to update their website but it soon became clear that their branding had not been looked at for at least a decade and it was time to fully review their current goals and purpose and develop a brand that reflected the organisation in the 21st century.
A heritage brand
HWPA is essentially a very conservative organisation, therefore we had to reflect this in our re-brand whilst also bringing it up to date. We did this by using a classic serif font, but using bright and contrasting colour palette.
We lost the illustrative horse on the original logo and replaced it with a more abstract ‘swoosh’ based on the tail of a horse on motion.
We looked at the language of racing silks to create our brand textures, and this gave the extra level of detail and vibrancy the identity needed to make it feel more dynamic and proactive.
We ran this texture across business cards and into the website.