New Breed Racing - Brand Development

About the project

I worked closely with my client, Michael Costa to distill his ideas for his new race horse training enterprise into three brand pillars that became the foundation of his brand strategy, Training Principles, Client Experience and Racehorse Welfare.

I worked with Michael to develop a name that effectively conveyed the innovative nature of his brand in an industry that can be shackled by tradition - New Breed Racing.

I developed a logo design and corporate identity material using Michael’s racing colours, red and black and his desire to incorporate a Pegasus motif into his branding.

I developed a range of marketing collateral, including business cards, letterheads, comp slips and email signatures that showcased the unique NBR logo concept.

I developed a New Breed Racing iPad application for Michael to use for promotional purposes that effectively showcased his innovative approach to training to prospective clients.

I designed New Breed Racing’s racing silks.

I created a New Breed Racing online strategy that incorporated and integrated a website with branded facebook page, tumblr blog, youtube channel, twitter page and vimeo site. The focus on using social media to build the brand with the racing public and particularly the younger demographic, has been very successful. At the time of writing this the New Breed Racing Facebook page was one of the most liked Horse Training Pages in Australia after only being in existence for just over 6 months.

New Breed Racing Website


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Pete Smit


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