The French horse racing industry (France Galop, LeTROT, the National Federation of Horse Racing, Equidia and the PMU) has the goal of reviving the horse races which suffers from the disaffection of the general public.
To develop the attractiveness of this sector, a decision was made to create a common brand in order to put horse racing back in the heart of the French population... The name of this new brand is: Epiqe!
At the same time, the actors of the sector created the first horse racing competition, named Epiqe Series, that would bring together the 14 best French horse races of trot and gallop throughout the year
Building a new impactful brand to reconquer a younger public and invite it to participate in a new heroic adventure of modern times, celebrating the human-horse bond.
The new brand embodies the entire horse culture through an identity inspired by the graphic codes of jockey silks. Designed to promote the cultural and sportive dimension of the entire equestrian world, this new identity is bold, dynamic and colourful.
Epiqe Series, subsidiary brand of Epiqe, was also created to bring communication around the competition. The true “Champions League” of the horse races is represented by a dramaturgic photographic style.
Following the creation of this new brand identity for Epiqe and it subsidiaries, a full experience for customers was launched across different touch points.
The signage has been redesigned to guide new customers into horse tracks. A digital platform was launched including a website and two Apps.
For Epiqe Series, the trophy of the competition was created according to the new brand territory.