When The Clearing was tasked with rebranding Royal Ascot, Richard Buchanan recalls that the existing marque felt old and tired-looking, and the team felt it was in need of a premium overhaul.
“We designed a total creative vision, mapping out every single touchpoint: product, service, internal culture, environment and communications,” Buchanan recalls. Since it’s ‘Royal’ Ascot for a reason, all of this needed to be signed off by the Queen herself.
“She didn’t approve the logo: it was 2011, and we were still in what people thought was a double-dip recession. She was concerned they were seen to be spending money on what wasn’t broken,” he continues. As time progressed, though, the agency had a chance to revisit the branding and “move that needle”, as Buchanan puts it.
“We needed to capture the heritage and luxury; with the old marque it wasn’t possible,” he adds. “With luxury brands, it’s as much about the negative space as the marks you make.”
The Clearing gave the Royal Ascot brand a premium overhaul to match its world-class reputation.