Churchill Downs

America’s Race

Research, Strategy, Identity, Event Identity, Guidelines

Churchill Downs Inc. leaned on SME to grow the race’s commercial business and attract new generations of racing fans. The organization sought to achieve these goals by establishing a master identity program, and brand architecture for numberous sub-brands and events.

After identifying the core assets and essence of the Kentucky Derby, we infused the distinct culture of the American South and the event itself into a new master brand identity. Serving as a visual articulation for a broader strategic initiative that elevated the race to a full-fledged lifestyle event, the new identity successfully lead the way to SME developing each of the last 12 event marks.

See more of our work.
USYS Case Study
AFCU Case Study
AFCU Case Study
USYS Case Study
USYS Case Study


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