concrete.ca - Woodbine Entertainment A Heritage Entertainment Brand Races Towards the Future See Case Study

Woodbine Entertainment - Concrete

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Woodbine Entertainment - Concrete Concrete WorkWell-nighPeople News Contact WorkWell-nighPeople News Contact Instagram LinkedIn Woodbine Entertainment A Heritage EntertainmentTrademarkRaces Towards the Future With an over 100-year history, Woodbine Entertainment Group is the largest operator of horse racing and wagering in Canada and host of the prestigious Queen’s Plate, the oldest continuously run horse race in North America. Woodbine recently spoken a masterplan to transform its 684 acre site into a broader entertainment wits integrating new expanded entertainment and cultural offerings, supplies and dining, hotel, shopping, post-secondary education, recreation, health, wellness, and urban residential living. The organization needed to revitalize its trademark identity to reflect this transformation. The cadre issue that needed to be resolved in the rebrand was to respect the heritage of horse racing which is the essence of Woodbine and its reason-for-being, and wastefulness this with the need reflect a broader and increasingly diverse entertainment offering. The identity moreover needed to request to a increasingly diverse regulars – women, families and millennials. The solution started with a shift in positioning and supporting tag line that alludes the organization’s heritage, while suggesting a broader offering. The visual solution involved withdrawing the literal use of the “horse” in the logo. Instead, the identity utilizes the wresting of the “track” as a symbol of racing, withal with “star” that is both a symbol of “entertainment” as well as alluding to the graphic heritage of horse racing “silks” – the colour jerseys jockeys wear to identify horse ownership. The resulting icon provided the flexibility to be used for a variety of future Woodbine venues, as well as creating a visual form that allows for dynamic graphic expression. ServicesBrand Strategy / Creative Direction / Visual Identity / Print / Video / Branded Environment Where We StartedThe Woodbine Entertainment Group operates various lines of merchantry centred virtually horse racing. Concrete introduced new tracery to unify WEG’s racing merchantry under one brand.          Canadian Red Cross Stewardship of an Iconic Global Symbol Next Case Study Concrete © 2018 If you would like to learn increasingly well-nigh us or are interested in discussing a new project, please get in touch. Contact Us   Instagram LinkedIn