adm@maybe | 3 March 2023 PORTFOLIO Ippodromo di Varese 2022 Brand IdentityCreative CampaignSocial Media ManagementWEBSITE How do you refresh the image of a historic institution without betraying what it represents? A historic structure for horse racing and for the city of Varese that needed to reposition itself as a new gathering space, cradle of integrated events and activities. A place that carries decades of history, tradition, memories. But that also had to speak to those who have never seen a live race. The challenge? Combining solidity and prestige with an up-to-date image. Maintaining the link with the past but representing the relationship between people, primarily, but especially the direct one between the new space and the city. Keeping together those who have always been there and those who will come tomorrow. A project that started from a blank sheet that maintains the link with the past but aims to represent the relationship between people, primarily, but especially the direct one between the new space and the city. The challenge of the rebranding activity was to find a way to unite these "identities, " between past and present, with a new, fresh, and modern trait, that would lay the foundations to remain stable over time. We did it with courage and respect for history, in a process that involved the image but also the new site, the launch campaign, and the management of social channels. We didn't erase tradition. We brought it into the present. With a logo that looks ahead while maintaining roots, with a campaign that spoke to both enthusiasts and those who don't even know how a race works, with social content that told of a living, contemporary, accessible place.