Global Tote: Complete Brand Identity & Collateral Suite

As the lead Brand Designer for Global Tote, I played a pivotal role in shaping a fresh and dynamic brand identity that seamlessly bridges the heritage of horse racing with cutting-edge technology. Collaborating closely with the Head of Brand Marketing and key stakeholders, I crafted a visually cohesive brand that resonates with industry professionals and enthusiasts alike.

I led the design and execution of the Global Tote brand identity, strategically blending traditional elements of horse racing with sleek, contemporary aesthetics. Drawing inspiration from the sport's rich history and its technological evolution, I developed multiple design concepts, refining them through an iterative feedback process. The final logo and visual language encapsulated the energy of the racetrack while positioning Global Tote as an innovator in the industry.

Designed a logo that became a cornerstone of Global Tote’s identity, symbolising innovation and trust.

Established a scalable design system adaptable across diverse applications and media.

Over two years, I extended the brand identity into a full suite of deliverables, ensuring consistency and adaptability across various platforms.

Brand Guidelines: Comprehensive documentation of visual standards and usage.

Presentation Templates: Polished templates for internal and external communications.

Product Branding: Distinctive visuals for tech products, ensuring alignment with the core brand.

Trade Show Exhibits: Eye-catching, immersive experiences for industry events.

Digital & Print Ads: Targeted campaigns that increased brand visibility.

Racetrack Signage: High-impact designs that enhanced venue aesthetics.

Additional Materials: Flyers, brochures, and internal communications assets.

Each deliverable was crafted with the target audience in mind, ensuring a consistent and memorable brand presence.

My role extended beyond design, involving close collaboration with cross-functional teams and stakeholders, including C-Suite executives, People & Culture, and external vendors. By understanding their unique goals, I created visually compelling solutions tailored to each department’s needs while maintaining brand integrity.

Partnered with the product team to design user-focused branding for cutting-edge technology solutions.

Supported recruitment and internal engagement efforts with tailored materials for People & Culture.

Managed relationships with external suppliers to ensure timely, high-quality deliverables.

The Global Tote rebrand not only modernised its market presence but also positioned the company as a leader in the horse racing technology space. By consistently delivering high-quality, audience-focused designs, I ensured the brand’s values and vision were reflected across every touchpoint.

This project exemplifies my ability to craft cohesive brand ecosystems, collaborate with diverse teams, and deliver impactful results in fast-paced industries.