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When I was brought on to the Meadowlands team 10 years ago, the company was in desperate need of a brand overhaul.
Our main objective was to create a brand that did not feel antiquated and would be inviting to a younger generation. A bold logo and matching vibrant color scheme would break down the preconceived notions that harness racing is an old man's sport.
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The company's old logo logo had a star symbol which did not properly convey the prime feature of the racetrack—horse racing! There also existed concerns that "Racetrack" did not encompass all that they offered and would hope to offer in the future.
A sleek horse head with purposeful and focused eyes would convey this was a racetrack and not a petting zoo. The phrase "Meadowlands Racing and Entertainment" (abbreviated MRE) was an expression that could pave the way for all that the complex would bring on in the future, such as when sports betting was established in 2018.
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A brand new vibrant color scheme was key to drawing the attention of a younger, bolder crowd.
This welcoming palette along with user-friendly infographics helped a new novice crowd learn and enjoy betting, which can be intimidating for beginners. Action-packed racing imagery injects the liveliness of horse racing right into the brand.
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MRE is known for its dining and racing entertainment combination, but their buffet restaurant, Pink, was struggling to attract business amidst local competition.
In one of our efforts towards increasing buffet patrons, we concocted an enticing cocktail menu. I spearheaded all creative direction, including setting up the shoot and taking photographs, writing cocktail descriptions, designing menu and liaising with our print vendor to successfully complete the flip menus.
The cocktail pictures boosted social media shares and Pink buffet experienced a 20% increase in table reservations.
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MRE is a multi-faceted facility with exciting festivals, private spaces for parties, premiere racing events, sports betting, dining and more. This array of offerings drives the constant need for creative to match.
