The Weekend Wiseguy
BRAND + PRINT DESIGN
Joe has always loved horse racing and over the years developed a unique algorithm that has brought in some extra cash through tournaments and casual betting. However, in the summer of 2019 Joe decided he could also be making some mad money selling his picks in their own right to fellow racing enthusiasts. In order to do so, he would not only need a website and digital storefront, but specifically wanted to institute some creative yet timeless branding to widen his perspective audience to include those younger players as well – aka those who may be more prone to needing horse tips and tricks.
Thrilled that Joe understood the importance of thorough branding for the success of digital brands and their young audience, we aim to put together the basis of a lifestyle-branded look that could appeal to a new generation of horse players (but would also not alienate the more seasoned, older audience). This would include sprinkles of the old-time, gentlemen-like glamour of horse betting (thinking of masculine craft drinks, timeless wardrobe items, leather textures and mid-to-upscale business accessories) alongside classic, clean and crisp images of racetracks, horses and associated grandstand imagery. Above all, the brand should echo two underlying themes: "weekend" fun / casual luxury as well as "wiseguy" attitude and historic ethos.
Copy should be colloquial for the most part and partly witty when appropriate. An obvious overall love for the sport should be detectable throughout the brand while also avoiding an overexcitable, tacky voice in blogging and social media writing.