The National Stud

Art Direction

Editorial Design

UX/UI Design

Art direction for leading thoroughbred breeders

We have collaborated with The National Stud, who are the heart of thoroughbred breeding, for a number of years. IMP Graphics have worked on a diverse range of projects including editorial design for their annual brochure, creating advertising campaigns for their leading stallions as well as the design and development of a bespoke and SEO friendly website.

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.