Working with saintnicks has been a truly collaborative experience. They took the time to deeply understand our brand, our heritage and our ambitions, and translated that into a clear, compelling brand vision for the future. The new identity feels unmistakably Ascot, yet more modern, expressive and relevant than ever before. We’re incredibly proud of the result and excited about the impact it will have across every part of the business.
Ascot Racecourse
Evolving an iconic British brand
What we did
The Challenge
Ascot stands as one of the world’s most iconic sporting brands, shaped by centuries of heritage, prestige and cultural significance.
But like many legacy institutions, it was facing a growing challenge of relevance. New global competition and shifting audience expectations were redefining the standards of premium sport and lifestyle experiences.
Internally, the brand had begun to drift. Its identity lacked consistency, its voice lacked clarity, and the system no longer reflected the full breadth of the Ascot experience.
The challenge wasn’t to reinvent Ascot, but to realign it. To evolve from an exclusive institution into a more desirable, modern brand, without losing the legacy that defines it.
The Leap
We needed to go deeper than design alone. Through extensive stakeholder interviews and brand workshops, we aligned on a clearer, more ambitious vision for the future.
At the heart of this was a unifying brand idea: Elegance at Play.
This positioning reframed Ascot. From highly exclusive to highly desirable. Aspirational, not elitist. Playful, not stuffy. A brand more people could connect to, without compromising its premium status.
The Work
We redefined Ascot’s brand values, streamlined its brand architecture, and created a more intuitive structure across the portfolio.
Crucially, we translated the brand idea into a distinctive and practical brand voice. Working closely with the Ascot team, we developed a persona, The Dandy, giving the brand permission to be more expressive, bold and entertaining. Supported by workshops, training and clear tone of voice principle, we equipped Ascot with the practical tools needed to apply the brand consistently.
This strategic rigour laid the foundations for a more connected, cohesive brand identity.
We developed a series of identity concepts designed to perform and adapt across every brand touchpoint. The chosen direction was then refined into a cohesive visual system that works seamlessly across digital, physical and broadcast environments, bringing everything together into a clear, scalable and flexible toolkit.
The result is an evolved brand that feels unmistakably Ascot. Only sharper, more expressive, and contemprary.
POSCA
Putting community at the brand’s heart
Royal Ascot
Capturing the magic of Royal Ascot