Newmarket’s history dates back to the Anglo Saxon era which lead us on a journey to discover that they communicated through a simple alphabet that utilised strong geometric lines, known as Runes.

We created an identity concept that captured the Anglo Saxon design style by representing strength, unity and community. To keep consistency across the brand, a simple and adaptive grid system was developed to allow for playfulness within the design whilst still maintaining a visual connection to the master logo.

As the stud have payed an integral part in the racing industry, their heritage is a significant factor which we endeavor to convey within design. A prime example of this is the annual stallion brochure.

Photography has played an increased role in the brochure with pages dedicated to full and half bleed images and close crops to create dynamic spreads. Attention to typography and careful use of whitespace allows the eye to easily navigate around the page. The bold use of full colour pages helps to unify the placement of images which creates a sense of energy throughout the spreads. Pull quotes and larger introductory paragraphs are used as entry points to making the brochure more accessible.

Working closely with the marketing manager, we established that the key aim of the website was to improve its organic rankings and increase traffic. With this in mind we created a design that focused predominantly on user experience and functionality. IMP Graphics were responsible for optimising all website copy, metadata, deployment of images and development of the URL hierarchy.

Throughout the brochure, photographs have been used with layered, bold, geometric lines slicing across spreads to create a sense of depth and movement in pages. The cutting angles have also allowed for playful typographic elements that create visually dynamic spreads. Green and pink have been applied sparingly and used as an accent colour to draw attention to key points.

A key emphasis while developing the identity was to create a contemporary emblem that could reflect these leading foundations. The predominate emblem can live on its own strongly when required but can also work in tandem with its wordmark. The logo is constructed with the classic serif typeface Chronicle Display and supported by its sans-serif partner Verlag.

A fully responsive and SEO friendly site has been designed and developed to showcase the service Be Health Happy offers. Photography and image curation play a huge part in within any brand identity. We collaborated with our client on a lifestyle and food photography shoot. By stylizing the food, we were able to to create a gallery of light, minimal and clean images that are in keeping with the brand approach.

The physicality of the publication was just as important as the design. The dimensions are a conventional size that makes it easy to carry on the go but weighty enough to feel substantial, with each issue produced on high quality stock.