A Breed Apart - 2020 Breeders' Cup Ad Campaign

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I was tasked to with designing, refining, and standardizing a brand campaign look and feel for the Breeders' Cup. The Breeders' Cup is essentially the yearly Olympics of horse racing promoting international competition across all race classes, wrapped up into a two day event. They needed a cohesive new ad campaign to promote their general awareness, ticket sales, betting opportunities, and industry outreach.

Print Ad Design - Single Page

Ticket Sale Focused

Betting Focused

Nominator Focused

Print Ad Design - Spreads

Custom Lettering

I drew a custom a monoline script for the “A Breed Apart” tagline for the campaign. The lettering matches the gold frame element of the campaign, allowing it to ground and connect all of the different design elements. This monoline approach also connects all the recommended typefaces used in the collateral.

The custom script design incorporates a few design elements that help connect the campaign. First, the 45 degree stroke terminals in the custom script match the gold rule elements used in headlines, and also highlights the unique stroke overshoots from Setimo (shown below in blue). The second element in the script is the use of completely flat crossbars that connect the gold frame element (shown below in green).