Sky Racing

Sky Racing is an Australian broadcaster with a number of television and radio channels. Once seen as the default source of racing coverage it was losing its position. Facing increasing competition and with plans to widen its portfolio to cover a wider range of sports outside of just horse racing, it came to WCN_ needing a relevant, confident and distinctive identity and brand language that would cut through the noise and connect with it’s audience once again.

From the beginning it was clear the new identity had to be much more than a static mark with an ability to move and engage. We had to design an identity system that could flex across many media channels and varying sport subjects. We focused on the dynamic personality of our jockey and built the visual architecture and type treatment from this. This dynamic angle gave Sky Racing the edge it needed. The result was a fast paced identity and brand tool kit with the emotive feel it was always leaning in to win, reflecting the competitive nature of sport.

‘From the beginning it was clear the new identity had to be much more than a static mark with an ability to move and engage with an ability to flex across varying media channels and sports. For racing, the posture of the jockey inspired the visual architecture and type treatment. The dynamic angle gave Sky Racing the edge it needed delivering a fast paced identity and emotive brand tool kit with the emotive feel it was always leaning in to win, reflecting the competitive nature of sport.’

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