A new identity for the Grand National

Lancashire-based consultancy Loaf Creative has developed a new identity for the Grand National, which this year is sponsored by Crabbie’s Alcoholic Ginger Beer.

Grand National

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’.

Grand National

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.

Grand National

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.

Grand National

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