Setting pulses racing 

The Jockey Club

Partnering with the biggest name in horse racing for a new identity and world class digital experience 

Founded over 250 years ago, The Jockey Club is the largest commercial horse racing organisation in the United Kingdom. It owns 15 famous racecourses, including the iconic Aintree, Cheltenham and Epsom Downs.

Their online ecosystem had become disconnected and they needed a new digital strategy which would consolidate a large variety of websites and disparate racecourse brands. The goal was to strengthen the equity in The Jockey Club name and it's new identity, appealing to a wider audience of non-race goers through better access to their music and family events.

One leader out in front

The Jockey Club had many websites each with their own seperate identity. We put in place a new hierachy and consistent design language which for the racecourses and TJC estates, all under one name. The main corporate website became the entry point for audiences and a new simplified but still extensive navitgation set the architecture for the whole digital experience.

Easier to create event experiences

Each racecourse website was redesigned but in the same brand DNA and using a newly built design system empowering teams across the business to quickly build and edit pages. 

The main event

For three day plus events, such as The Grand National, we built a series of page templates and new interactive features which gave live coverage in the build up to, during and post event. The whole experience was built around key user journies and utlising motion, video and social content for a more exciting but still simple to use live experience.   

The new design system gave The Jockey Club a refreshed visual design and interaction language with sutble differences across each event to reflect their unique characteristics.  

Making it easier to buy tickets

We reduced the twelve step booking process down to just five clicks to purchase your tickets. We made it easier for users to find the right event and personalise their experience.  

Not just for horse racing fans

The new website has transformed The Jockey Club into a leading lifestyle brand. It talks to fans and creates demand for a wider range of events for families, music enthusiasts or those simply looking for a great day out. There is one platform and one consistent flow of data across the ecosystem using cards to show and select different event types.