The consultancy was appointed to the work by Aintree Racecourse following a five-way pitch in June and was tasked with creating all marketing communications for this year’s event.
The campaign is based around the new theme of ‘the grandest show, the greatest drama’.
The consultancy says it is aiming to harness ‘the drama and atmosphere of the world’s favourite horse-racing spectacle’.
Loaf has so far developed a new logo, which uses the new name of The Crabbie’s Grand National 2014, as well as campaign photography and video for a new TV ad.
Further work will include the development of a new website.
The 2014 Grand National Festival starts at Aintree Racecourse, Liverpool, on 3 April 2014, and culminates in the Grand National Day on 5 April.