For the 140th running of the Kentucky Oaks, a new branding strategy was implemented that would elevate the awareness of the prestigious sister race to the Kentucky Derby. Held annually on the first Friday of May, the Kentucky Oaks is a Grade I stakes race for 3 year-old Thoroughbred fillies and is the precursor to the world renowned Kentucky Derby. 
For 140, a celebratory jeweled numeral was implemented into the marks for both the Oaks and Derby. While the Derby utilizes a new event mark to celebrate each individual year, it was established that the Kentucky Oaks brand would build off of this numerical look for all future event marks. This visual consistency is a branding strategy similar to that of the Super Bowl and NBA Finals. The strategic decision was made to further grow the equity in the Kentucky Oaks event brand and assisted in a landmark title sponsorship with Longines.
Creative Director: Edward M. O'Hara
Brand Identity, Brand Standards Guide
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