Social reins in Sandown image

Social will seek final sign-off next week on brand guidelines for Sandown Park Racecourse, as the venue saddles up a more consistent visual image to reflect its £20m refurbishment last year.

Interiors at the racecourse were revamped by Chapman Taylor, with a view to maximising revenue from conferences and other events on non-race days (DW 27 June 2002).

However, despite an identity created by Brand Vista, the venue’s brand image still lacked consistency, says Social partner Steve Lucker.

‘Each piece of marketing material looked nothing like the one before. It was non-existent in terms of creating stand-out or familiarity,’ says Lucker.

Social was awarded a year’s contract to pull the brand together following a five-way pitch last month. The group’s work will ultimately relate to elements ranging from corporate literature to direct mail via promotional brochures and banner advertising (concept pictured above).