DWHD has rebranded the British Horseracing Education & Standards Trust, a charity which awards qualifications in the racing industry.
BHEST also operates the Racing to School education programme, which aims to introduce young people to horseracing and delivers educational activities – covering the National Curriculum – on a racecourse.
DWHD started work on the rebrand in June, says consultancy co-founder Will Pocknell, who adds that the rebrand project arose after DWHD was appointed to work on a visual audit of BHEST.
Following the audit, DWHD recommended a clearer link between the RTS programme and BHEST itself. Pocknell says, ’The client wanted a consistent tone of voice and consistent messages. BHEST has some great stories and it was a case of mining for this information.’
The identity has been developed to help the organisation approach potential funders and DWHD is also working with BHEST to develop its sponsorship programme.
The identity will be applied to a website, course books, stationery and other collateral. It launches on 4 January 2011, when the website goes live.