Rebranding of Moscow Central Hippodrome
Moscow Central Hippodrome, once legendary, belongs to the biggest horse racing arenas in Russia. Nowadays its stands are mostly empty, except for major competitions, which are held several times a year and gather spectators. The aim of the project is to restart the brand, generate fresh interest in the Hippodrome, turn it into a point of attraction, taking into account the desired image and target audience.
Using the metaphor of an embodied utopia and pursuing communication goals — to inform and attract the new audience of the Hippodrome without driving away the existing one — the author of the project proposes an outstanding, but meticulously calculated signature style, including basic and street media, navigation, souvenirs and a spectacular deluxe edition. Thus, people might come to associate the hippodrome not only with sports, but also with a rich history, original aesthetics, festive atmosphere, as well as an exciting spectacle.
