THE JOCKEY CLUB -
RANDOX GRAND NATIONAL CAMPAIGN 2025

Project Overview

Served as the lead designer for the 2025 Randox Grand National campaign, overseeing the entire process from concept development to full execution across all platforms. My role involved developing a creative concept that would seamlessly integrate across all three event days (Opening Day, Ladies Day, and Grand National Day) while also establishing an overarching theme that ties the entire campaign together. Additionally, the design needed to connect with the hospitality aspect of the event.

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The design approach utilises full-bleed imagery, subtly referencing the concept of Polaroids to capture moments in time without making the connection overly explicit. This creates a nostalgic yet contemporary feel, reinforcing the idea of storytelling through visuals.

Additionally, we incorporated the psychology of shapes, as studies suggest that different shapes carry inherent meanings that influence perception and emotional response. For this campaign, we strategically used:

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• Squares to symbolise strength and professionalism, aligning with the prestige of racing.

• Circles to evoke a sense of friendship and femininity, perfectly suited for Ladies Day.

• Rhombuses to convey luxury and sophistication, reinforcing the premium experience of Hospitality.
   

This thoughtful approach allowed the campaign to be highly adaptable across multiple formats, seamlessly translating from posters and ADI screens to out-of-home (OOH) advertising, digital platforms, including organic and paid social, e-commerce, and display ads. The result was a visually cohesive yet flexible campaign that resonated across different audience touch points.