Case Study
Dubai World Cup 2018-2019
New Event Identity
5 months of vibrant racing in the prestigous Meydan Grandstand in Dubai
I was part of the team that led the branding efforts for the past two seasons of all events organized and hosted by Meydan Equine and its affiliated brands—including the Emirates Equestrian Centre, Dubai Equestrian Club, Emirates Racing Authority, and Dubai Racing Club. As their primary branding partner, we developed integrated 360° brand solutions, from crafting the overall look and feel of each brand to producing creative assets, digital marketing materials, and promotional touchpoints. Our work ensured a cohesive and elevated brand presence across all platforms and event experiences.
01
Three colourways for three race-season tiers
02
Over 1,000 collateral pieces
03
Consistent across venue, print and digital
04
Flexible enough for every race day
One season, three colourways
Following in depth research we were able to direct the design strategy towards a compelling graphic style. Using three colourways for the Dubai race season, Dubai World Cup Carnival and the Dubai World Cup. Each using consistent elements throughout the season.
01
A cover worthy of the Cup
The race guide cover leads with a racehorse and jockey, setting the tone for a season that blends sport with prestige.
02
Invitations for key moments
Collateral like the Post Position Draw invitation uses the season's red and gold to mark the moments that matter most.
03
Hospitality with its own look
Hospitality events such as Breakfast with the Stars get tailored graphics while staying within the wider system.
04
Every race day in one place
Programmes open to a Key Events Calendar, keeping guests informed across five months of racing at Meydan.
A world-class event, consistently told
Over 1,000 individual collateral pieces were created, spanning venue graphics, hospitality promotions, digital advertising, social media assets, and printed brochures—each tailored to specific events throughout the season. The cohesive design system ensured consistency across all platforms while allowing flexibility to celebrate the unique energy of each race day. This extensive rollout not only elevated the visual experience for guests and participants but also reinforced the Dubai World Cup’s reputation as a world-class sporting and lifestyle event.
More Work
