The jewel of thoroughbred racing
Entertainment / Hospitality
Visual Identity System
Brand System Guidelines
Engaging the next generation of horse racing fans means getting smarter about how you approach them. By hosting some of the most massive cultural events in horse racing history, from the Preakness Stakes to the Infield Fest music festival, 1/ST LIVE is serious about blending Sport, Entertainment, and Hospitality to connect with the next generation.
DeepSleep signed the brand’s visual expression by designing the logo, pattern, and brand guide system. Similar to the distinct geometric designs known to the 1/ST brand, we designed 1/ST LIVE with the intention of staying on the modern trajectory and creating the brand’s own space within the 1/ST ecosystem. The result has been an identity that meets the modern day at every turn and brings in new fans from all around the world to celebrate the rebirth of this classic sport.
Modernizing a storied like sport like horse racing requires vision, perseverance and patience. The talented team at Deep Sleep were quick to grasp our situation and the opportunity.
They quickly delivered a smart, visually stimulating, user-friendly platform that helps our team carefully thread the needle weaving sport, entertainment and hospitality across all mediums.
CEO / 1/ST EXPERIENCE