Activities
- Rebranding
- Environmental Branding
- Branding Guideline
- Advertising
- Photography and Videography
- Video Production
- Social Media Management
- Social Listening
Year
Establishing a Legacy: The Jockey Club of Saudi Arabia
The Jockey Club of Saudi Arabia (JCSA), established in 1965 in Riyadh, has been at the forefront of promoting and conducting horse racing in the Kingdom. The club’s mission is to build a world-class horse racing industry that positively impacts Saudi Arabia’s sporting, cultural, and economic sectors. Additionally, the Jockey Club of Saudi Arabia aims to promote the Kingdom on the international stage.
Client’s Challenges
Racing Seasons and Global Significance
The Jockey Club of Saudi Arabia hosts two major racing seasons annually. The Riyadh Racing Season runs from October to March and features The Saudi Cup, a highlight of the racing calendar. Meanwhile, the Ta’if Season holds both domestic and international importance. It is the only venue in the GCC region that can continue operations during the summer months, thanks to its unique geographic location.
Our Strategic Approach
Revamping the Brand Identity
In 2022, the JCSA embarked on a journey to revamp its brand identity. The previous logo, cherished by the organization’s management, had been in place since the founding of The Equestrian Club of Riyadh four decades ago. However, as the JCSA expanded its focus internationally, a new brand identity became necessary. This new identity needed to resonate with domestic stakeholders, including the Kingdom’s leadership, JCSA management, and the local racing industry, while also appealing to global audiences.
The Branding Process: Research and Strategy
As with any branding project, we began with a comprehensive audit. This involved researching the brand’s strengths and weaknesses and analyzing competitors and benchmarks. Following this, we conducted a brand workshop where key stakeholders engaged in activities to uncover the brand’s true essence. The insights gained during this workshop informed the development of a strong brand strategy, which laid the foundation for the creative process.
Curating the New Identity
Considering the client’s attachment to the long-standing brand identity, we curated several new identity options. These designs carefully incorporated elements that were important to the client. After multiple review sessions and adjustments, the new brand identity for the JCSA was officially approved. This identity reflects the traditional and royal nature of the JCSA, while also positioning it for global promotion as a rising player in the international racing scene.
Results
Brand Rollout and Environmental Branding
With the new identity approved, we moved on to the brand rollout. This included environmental branding for the King Abdulaziz Racetrack in preparation for the Riyadh Racing Season. We meticulously analyzed the venue’s floor plan and developed a comprehensive branding plan. This plan featured arches, flags, banners, and police barriers, all proudly displaying the revamped JCSA identity.
Positive Reception and Future Impact
The new brand identity was well-received by the JCSA’s key stakeholders and team members. Since its launch, it has been consistently used across all marketing materials throughout the Riyadh Racing Season, both online and offline. The updated identity successfully balances the JCSA’s goal of becoming a global player in horse racing with its commitment to preserving its traditional and royal Saudi Arabian roots.
To see more of the branding projects we’ve delivered, click here.
Services Delivered
Project Management, Audit & Research, Brand Workshop, Brand Strategy, Brand Identity, Brand Rollout, Environmental Branding, Brand Guidelines, Brand Toolkit, Media Test
