Go Charter Fishing Campaign
NSW DPI Fisheries
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With the unveiling of a world-class track, the Newcastle Jockey Club—a 100-year-old institution—required a refreshed brand. The challenge was twofold: to honour the club’s heritage while creating a distinct identity for Newcastle Racecourse as a premier racing destination. The project aimed to clearly differentiate the Jockey Club’s legacy from the modern experiences offered at the venue.
Our research revealed two essential themes: the glamour of a day at the races and the century-long history of the Newcastle Jockey Club. We recognised the importance of retaining the club’s rich heritage for its membership while establishing Newcastle Racecourse as a contemporary, world-class venue. This dual approach ensures both identities resonate with their respective audiences.
To address the challenge, we explored iconic racecourse brands globally, analysing their balance of heritage and modernity. The result was a dual-branding approach:
These visual identities were complemented by a refreshed colour palette, refined typography, a promotional video, and high-quality photography. Together, these elements highlight the distinctions between the Jockey Club and the Racecourse while ensuring cohesive brand communication.
The launch of the new track and brand marked an historic moment for Newcastle Racecourse. By separating the identities of the Newcastle Jockey Club and the Racecourse, the project honours the club’s heritage while positioning the venue as one of Australia’s premier racing destinations.
NSW DPI Fisheries
NSW DPI Recreational Fishing Trusts
Bayside Council
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
Wadawurrung Country
Surf Coast Shire
Victoria
Australia
We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Strait Islander people continue to play within our region and all of Australia.
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
Wadawurrung Country
Surf Coast Shire
Victoria
Australia
We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Straight Islander people continue to play within our region and all of Australia.
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