Odd to unify Goodwood communications


Odd has been appointed by the Goodwood Estate in West Sussex to develop communications for brands across its entire portfolio – which includes Goodwood Revival and Goodwood Motorsport.

Odd creative director Nick Stickland says the consultancy won a pitch in November against up to five other consultancies and was brought in to address ’long-term strategic and creative thinking’ around the brands.

The consultancy is looking to take a ’design-led’ approach across the different brands associated with Goodwood (whose crest is pictured), including all motorsport and horse-racing channels, says Stickland.

He says, ’[The client] is hoping to prescribe consistency across all channels – whether that’s internal communications, outbound communications, digital platforms or apps. This is a sea change we’re seeing in all our clients.’

As part of the brief, Stickland says Odd will make sure the client is ’using digital technologies in the correct way and targeting the right audiences’. This could mean developing apps for each event, says Stickland.

The individual identities for the events are not under review, but Stickland says the brands will be tied together with two themes – ’history and legacy of events’ and ’the quirks of English humour’. This will be mixed with ’a contemporary aesthetic’, he adds, tied together through graphic and typographic solutions.

Goodwood ’houses and runs’ all the events the consultancy will be working on, according to Stickland, giving Odd full control of the portfolio.

The Goodwood Estate was unable to comment on the project at the time of going to press.

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