A sophisticated brand update

With the highly anticipated unveiling of a new world-class track, the 100-year old brand for the Newcastle Jockey Club needed an update.

We started by reviewing the rich tapestry of racing’s history in Newcastle. The previous name clearly spoke to the racing community of trainers, jockeys, breeders and owners. However, the club also needed to appeal to a wider audience.


Newcastle Racecourse


Research, naming, brand architecture, design, TVC, campaign concept, print, press, signage, photography.



Our research told us that the glamorous experience of a day at the races is a key theme to tap into when developing the new brand. We wanted to retain the history in the membership brand, Newcastle Jockey Club, but suggested a new parent brand. So we looked around the world at infamous racecourse brands and found the place is the front-runner – Ascot, Flemington, Randwick.


Racetrack redevelopment


Upgrade of facilities


Square metres of Kikuyu grass


Tonnes of sand


The launch of the new track and brand is a truly historic occasion for the Newcastle Racecourse, now boasting a track that is up there with the very best in Australia. The new brand acknowledges the club’s heritage but also, importantly we have separated the club from the venue.

Newcastle Racecourse Posters Image
Newcastle Racecourse Signage Image