Harewood Hillclimb
50 years and still climbing.
Challenge
Harewood Hillclimb is a much loved motor racing event based on the outskirts of Harrogate. With over 50 years of racing heritage, from its humble beginnings as a converted farm access road, to what is now the UK’s longest hillclimb. Our task was to create a strong brand & personality for Harewood Hillclimb, whilst conveying heritage and passion, which ultimately engages the audience into the excitement and action of the climb.
Solution
We Created a new brand identity and collateral. From looking back at past programmes and media from the first Harewood Hillclimb in 1962, we took influence from the use of typography, layout, imagery and language. We felt these references to be so timeless, humble, and full of a sense of locality to Harewood – which was key to the hillclimb’s target audience.
The logo derives from the very first event programme from 1962 – where a hand-drawn Yorkshire rose featured. We made this the face of Harewood Hillclimb – it shows heritage, pride, humbleness and locality. Printed event programmes adapt modern day content and imagery into the brand, which subtly encapsulates the history and nostalgia of the climb. Whilst social posts really project the visual identity, with engaging contents either from the side of the track or in the middle of a busy paddock. Legendary Harewood champions are important to the climb’s existence today. We were lucky to have access to stunning imagery of which the brand celebrated as part of its heritage in this commemorative book.
T-shirts have reverse prints featuring past adverts printed in the original programmes – ranging from local garages and auto specialists to burger vans and working men’s clubs. Real examples, full of character, and true signs of the times which should never be forgotten.
The logo derives from the very first event programme from 1962 – where a hand-drawn Yorkshire rose featured. We made this the face of Harewood Hillclimb – it shows heritage, pride, humbleness and locality. Printed event programmes adapt modern day content and imagery into the brand, which subtly encapsulates the history and nostalgia of the climb. Whilst social posts really project the visual identity, with engaging contents either from the side of the track or in the middle of a busy paddock. Legendary Harewood champions are important to the climb’s existence today. We were lucky to have access to stunning imagery of which the brand celebrated as part of its heritage in this commemorative book.
T-shirts have reverse prints featuring past adverts printed in the original programmes – ranging from local garages and auto specialists to burger vans and working men’s clubs. Real examples, full of character, and true signs of the times which should never be forgotten.
Deliverables
— Brand Consultancy
— Brand Creation
— Video & Animation
— Print & Online Collateral
— Social Media
— Internal Communications
— Merchandise
— Brand Creation
— Video & Animation
— Print & Online Collateral
— Social Media
— Internal Communications
— Merchandise
Special thanks to B.A.R.C Yorkshire and the brilliant photographers who kindly allowed use of their imagery: Tony Jacobs / S. Jeffrey Binns / Matty White / Richard Raw / PWPics
