A BRAVE NEW WORLD
OF RACING

BRANDING / STRATEGY / POSITIONING / PRINT DESIGN / SET DESIGN / BROADCAST DESIGN / CONTENT

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SKY THOROUGHBRED CENTRAL 

With Sky Racing moving to Foxtel's Entertainment package it needed its new channel, Sky Thoroughbred Central,
 to reflect not only the premium product it produces, but a broader audience. The channel aims to entertain
and inform more women and to attract a younger audience, while maintaining its core and loyal fan base.

The channel showcases the best thoroughbred racing action from Australia and around the world with in-depth analysis,
mounting yard and expert comments.  It showcases the racing industry, with its many fascinating stories and individuals, as a whole.

As the racing culture in Australia and around the world continues to evolve, the channel is positioned to cement racing
culture as premium lifestyle content. Sky Thoroughbred Central required the look and feel of the thoroughbreds it showcases.

 

EVERYBODY'S FAVOURITE 

In August 2015 DD8 developed the strategic brand architecture for Sky Thoroughbred Central.

We created an easily implemented, strategic, creative design and production solution including innovation and broadcast technology.

Sky Thoroughbred Central brings a new world for racing and the way it is branded. It provides a contemporary, lifestyle brand while maintaining its core virtues.

"Everybody's Favourite" network idents have been created to inspire. These 60 second interstitials take a close look at the racing industry's pivotal characters and their passions.    

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BRAND AND POSITIONING 

The new look is colourful, fresh and contemporary; a very different look to a "traditional" racing channel. Horse racing lovers come in every demographic; there is no "traditional" viewer any more.

This new channel celebrates the people behind the stories. The people who are passionate about horse racing. It goes deeper into those who live and breathe racing, whether on the track or off.  

Using the circlular shapes, the promo look was seamlessly tied in with the inshow graphics coming up, next week etc), sponsorship spots as well as marketing assets.

 

PROMOTIONAL BRANDING PACKAGE

DD8 created all marketing assets for Sky Racing's outdoor campaign, including bus shelters and billboards.

We created all internal inshow graphics and brand interstitials. Using the circlular shapes, the promo look was seamlessly
tied in with the inshow graphics (coming up, next week etc), sponsorship spots as well as marketing assets.

And, working with set designer Mark Dyson, we freshened up the sets creating a modular set for magazine shows
plus a virtual space, and incorporating a touchscreen.

 
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INTERSTITIALS

DD8 provided a turnkey strategic, creative design and production solution including innovation and broadcast technology. 'Everybody's Favourite' network idents are created to inspire.
These 60-second interstitials take a close look at the industry’s pivotal characters and their passions. Sky Thoroughbred Central brings with it a new world for racing and the way it is branded.

HUGH BOWMAN, JOCKEY. "A CHAMPIONS BLOOD"

SAM CLIPPERTON, JOCKEY. " THE MASTER APPRENTICE'

NERIDA WINTER, MILLINER. "MILLINER EXTRAORDINAIRE"

ROY QUINTON, HORSE TRAINER. "ALL LEGENDS START SOMEWHERE'

DARREN FLINDELL, RACE CALLER. "EYE ON THE PRIZE"

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SET DESIGN

The on air re-brand was tightly wrapped in a new set, which showcased the clean, modern, and premium aesthetic of the new direction. This versatile set is used for live racing days,
and also switches out for a soft couch set for a range of magazine shows.

 
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BROADCAST DESIGN

Horse racing has never looked so good, with a colourful templates promo package supplied in an editable aftereffects project, with custom scripted drop down menu's for ease of use.