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Naas Racecourse

Branding + Environmental

Naas Racecourse is home to some of the best horse racing in Ireland and has seen the birth of many a champion. As part of a major redevelopment of the course, we were engaged to rebrand and oversee the implementation of a new identity throughout all touchpoints and interiors.

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Naas or Nás na Rí, is an ancient meeting place associated with Stone Age, Megalithic & Celtic Kings. Taking inspiration from the circular nature of Ring Forts and Stone Circles from the period and mirroring the new on-course development of a major new building (“The Circle”).

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We created a unique symbol which ties the heritage of the area and the new development together, whilst keeping with the traditional elements of the horse racing world (horses and bridles).

Nás na Rí, The Meeting Place of Kings, set the tone for the identity, colours and typeface chosen to reflect a modern take on an ancient legacy, with a houndstooth pattern interwoven through-out the identity, re-enforcing the tradition of horse racing.

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We worked in conjunction with Brian Jennings and his team at Jennings Design on the architectural interiors.

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Works include a consultative process with the board to agree positioning and identity, design of marketing collateral, overseeing the branding of interiors with Jennings Interiors and project managing application of signage / way-finding.

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