CHALLENGE

Kingmakers is a premium New Zealand racehorse syndication created to reimagine ownership through a more personal, customer-first model. Each syndicate is made up of ten like-minded individuals who share in the thrill and reward of racing at the highest level. The challenge was to create a brand that reflected this new, collaborative approach to ownership while expressing sophistication, ambition and the modern spirit of the Kingmakers experience.

APPROACH

We developed a refined visual identity that celebrates unity, craft and contemporary style. The brand mark represents ten owners – nine circles bound together by a tenth at the apex, symbolising shared ambition and collective success. Elegant typography and rich, confident tones give the brand an elevated presence, while the beautifully designed racing silks bring the identity to life on the track. Their contemporary patterning and minimalist detailing express motion and modernity, offering a fresh take on traditional racing attire and reinforcing Kingmakers’ progressive spirit.

RESULT

The new identity positions Kingmakers as more than a syndication, it is an elevated ownership experience shaped by expertise, camaraderie and vision. From digital to physical, every touchpoint captures the balance of heritage and modern design, helping Kingmakers stand apart in a traditionally conservative industry.

KEY TAKEAWAY

Through a crafted identity and contemporary silks that embody confidence and style, Kingmakers redefines racehorse ownership as a shared journey of passion, pride and performance.