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TacticDesign
Gin & Jockey's
Visual Identity Design
Gin & Jockey’s is a heartfelt charitable initiative focused on giving retired racehorses a new chapter—either by retraining them for alternative roles or finding them caring second homes. The project involved designing a fresh and modern visual identity that could be applied seamlessly across print materials (like stationery and apparel) and digital platforms (including social media), strengthening the charity’s presence and outreach.
The goal was to create a standout brand that encapsulated the essence of second chances for retired racehorses—a spirit of renewal, compassion, and reliability. It needed to feel contemporary and energetic, yet approachable and emotionally resonant. Moreover, the identity had to function across a wide range of touchpoints, from physical collateral to dynamic digital environments, all while unifying the brand and connecting with supporters and adopters.
"Working with Tactic Connect was a fantastic experience. Watching the brand come to life life was incredibly rewarding. From concept to execution, Tim and his team crafted an identity that truly reflects the spirit and ambition of Gin and Jockey's. We couldn’t be happier with the result."
Hannah McFarlane, Co-Founder, Gin and Jockey's
The solution centred around a clean, modern and friendly identity combined with professionalism. The logo design features simplified, illustrative equine and glass motifs infused with contemporary styling, conveying both motion and care. The colour palette is restrained yet flexible, a trustworthy yet fresh tone of blue grounded in neutrality and optimism. Typography is balanced and versatile, pairing a sleek display font with subtle serifs for clarity, with an elegant sans serif for a touch of character to evoke friendliness and trust. When applied to print and digital contexts—such as business stationery, branded apparel, and shareable social media graphics—the identity remains impactful and coherent, helping Gin & Jockey’s tell its story consistently across diverse media.
The newly developed brand identity has given Gin & Jockey’s a confident visual presence. It stands out among equine charities as modern and purposefully designed, helping to attract attention and support across social channels and in-person interactions. The identity has strengthened the charity’s credibility, enhancing its ability to raise awareness, forge partnerships, and connect emotionally with its audience—all while reinforcing the organisation’s mission of granting retired racehorses new lives beyond the racetrack.
Gin & Jockey’s identity beautifully marries contemporary design with heartfelt purpose. The refreshed visual language lends the charity a polished, sincere face—one that resonates across printed materials and digital platforms alike—ensuring that the spirit of second chances is conveyed with both clarity and compassion.
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