Maryland Jockey Club
This wasn’t just about promoting an event—it was about modernizing a historic brand and introducing one of horse racing’s biggest traditions to a new generation of fans.
ABOUT THIS PROJECT
The Maryland Jockey Club and the Preakness Stakes have a rich history, but much of their visual marketing appealed to an older, traditional audience. As the event expanded its entertainment experience with headline artists like Marshmello, The Chainsmokers, and Megan Thee Stallion, the brand needed creative that reflected a younger, more energetic atmosphere.
Our team developed bold, modern marketing assets across multiple channels, creating visuals that balanced the prestige of horse racing with the excitement of a major music festival. The result was a cohesive campaign designed to capture attention both on-site and across digital platforms.
Our Approach
We focused on creating a vibrant visual identity that preserved the heritage of the Preakness while appealing to younger audiences. Every asset was designed to stand out in high-traffic environments and maintain consistency across print, digital, and event marketing.
Key updates included:
The Outcome
The refreshed creative helped reposition the event with a more contemporary visual identity while maintaining the prestige of one of horse racing’s most iconic traditions.
Project outcomes included:
What We Delivered
