ROYAL AS­COT

THE CLEAR­ING

Computer Arts - - Rebrand Special -

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.

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