2024 Breeders' Cup
Art Direction & Design: 160over90 Creative Team | Project executed by 160over90
After securing the RFP, the client asked us to create a design that balanced luxury and the prestigious, high-quality image of the Breeders' Cup brand with practicality and flexibility, all while adhering to their budget. They emphasized the need for custom elements that could be refurbished and reused across multiple events throughout the weekend. My specific responsibility was to design a large-scale photo moment that reflected the brand's sophisticated aesthetic, as well as the entrance to the Beach and Surfside seating areas for guests.
