BRIEF
The Valley had an identity problem, with multiple logos and brand inconsistencies. Moving towards the re-development of the racecourse, they wanted a modern look that suited them today and set them up for years to come.
STRATEGY/CREATIVE
Using The Valley as the consumer-facing brand and Moonee Valley Racing Club as the holding company, MOP created a mix of a house of brands and a branded house.
RESULTS
We have created an allied brand that takes The Valley into the future. Simplifying their offering across all their brand platforms. It’s currently being rolled out over the Night Racing Season.