Select Page

KENTUCKY DERBY /

From beloved horserace to lifestyle icon.

Assessment / Strategy / Identity / Messaging / Web / Video Production /

In order to deliver on the strategy to become more than a horserace, a Kentucky Derby (and Kentucky Oaks) master brand identity and architecture was created for the first time in event history.

“For nearly a decade, SME has been our partner in creating our family of brands. We are indebted to them for the success we’ve enjoyed.”

— Kristin Warfield, Executive Vice President of Sales — Churchill Downs

“For nearly a decade, SME has been our partner in creating our family of brands. We are indebted to them for the success we’ve enjoyed.”

— Kristin Warfield, Executive Vice President of Sales — Churchill Downs

WORK /