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KENTUCKY DERBY /

America’s Race.

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

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

The Project

In addition to providing a fresh identity each year for the Kentucky Derby, Churchill Downs Inc. leaned on SME to grow the race’s commercial business (ticket sales, sponsorships and licensing opportunities) and attract new generations of racing fans. The organization sought to achieve these goals by establishing a master identity program for the Derby’s numerous sub-brands and associated weekend events.

How We Won the Heart

After identifying the core assets and essence of the Kentucky Derby, we infused the distinct culture of the American South and the event itself into a new master brand identity. Serving as a visual articulation for a broader strategic initiative that elevated the race to a full-fledged lifestyle event, the new identity successfully unified the Derby’s various properties across a defined brand architecture.

“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

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