OBJECTIVE.
We were delighted to partner with Newton Abbot Racecourse on the first phase of their major rebrand. The brief was to develop and deliver a comprehensive signage and graphics package that would modernise the venue, elevate the race-day experience and create a cohesive sense of identity across the entire site. From large-scale environmental graphics to highly functional wayfinding, our team took responsibility for both the creative and practical execution of the rebrand.
Newton Abbot Racecourse required a coordinated and impactful refresh that would feel unmistakably on brand while improving how visitors navigate and experience the grounds. The project needed to work for racegoers, staff and hospitality guests alike, blending striking visual elements with durable, high-performance signage suitable for a busy, fast-paced venue.
DESIGN & DELIVERY.
We designed, produced and installed a full suite of internal and external signage, carefully tailored to reflect the updated brand direction. This included large format wall graphics, racecourse trackside signage, restaurant and bar graphics, suite signage and wood-effect door wraps. These elements brought personality, warmth and consistency to the venue’s interior spaces while ensuring practicality and longevity.
Externally, we delivered a complete wayfinding package to support clear movement around the racecourse. Acrylic interchangeable directories, entrance markers and directional signs were created with a focus on legibility and durability, enabling the racecourse team to update information as needed while maintaining a premium look and feel. Every piece was designed to work together as a unified system—high-impact, functional and unmistakably Newton Abbot.
EXTERNAL.
The installation began outdoors, establishing the racecourse’s refreshed identity from the very first points of arrival. Track signage, wayfinding elements and key external graphics were positioned to guide visitors naturally across the site, making the updated brand feel present and confident before guests even entered the internal spaces.
With the core elements in place, we expanded the external package with interchangeable directories and additional directional signage, ensuring clarity for both first-time and returning visitors. These updates created a smoother, more intuitive visitor journey and set the tone for the modernised race-day experience.
INTERNAL.
Once the external branding was complete, we moved inside to transform the hospitality, dining and operational areas. Large format wall graphics, suite signage, restaurant and bar branding, door wraps and winners’ area signage were installed with precision to ensure consistency across all touchpoints.
The result was a refreshed interior environment that felt cohesive, welcoming and true to the racecourse’s evolving brand identity. The upgraded spaces enhanced both functionality and atmosphere, giving staff and visitors an environment that felt considered, contemporary and race-day ready.
OUTCOME.
The completed rebrand delivered a bold, unified and future-focused identity for Newton Abbot Racecourse. Both the internal and external elements worked together to create a seamless, memorable experience for racegoers, hospitality guests and the onsite team.
The client was extremely pleased with the end result, praising the quality of the design, installation and overall project delivery. Following the success of Phase One, we are now continuing our partnership with Newton Abbot Racecourse as we support them through Phase Two of their ongoing rebrand journey.
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