Case Study
Kennet Valley Brand & Website
Kennet Valley Thoroughbreds, launched in 1988, is a pioneer of professional racehorse syndication management in the UK. In 2023, there are around 15 horses running in its colours, highlighted by the Royal Ascot-winning and Group 2 winner Sir Busker.
PUBLISHED: 23/04/2024
Overview
We were tasked with increasing awareness of the prestigious brand through refining the identity and creating consistent brand materials for print, social and web, ahead of the 2024 season.
What?
Kennet Valley Thoroughbreds, launched in 1988, is a pioneer of professional racehorse syndication management in the UK. In 2023, there are around 15 horses running in its colours, highlighted by the Royal Ascot-winning and Group 2 winner Sir Busker.
Square in the Air was tasked with increasing awareness of the prestigious brand through refining the identity and creating consistent brand materials for print, social and web, ahead of the 2024 season.



Branding
Once the strategy team had approved the name change, from Kennet Valley Thoroughbreds to Kennet Valley Syndicates, we began work on refining the logo.
Previously the logo used a serif typeface that was hard to read when reduced in size. This led to inconsistencies across different mediums, such as printed merchandise, social media profiles and the website. The previous logo also featured the silks in the centre, but these were in the incorrect tone of blue, which weakened the image and could leave potential customers confused.
We began by refining the brand blue, from a royal to a navy blue while still retaining the vibrancy of the royal blue. This, paired with the pastel blue and red from the silks, made the brand instantly more consistent and recognisable.
Naturally, this led to a new brand typeface, ‘Mr. Eaves’, a simple font with a hint of personality and luxury. The rest of the logo was then rebuilt to hero the heritage of the name, as well as the success of KVS racehorses.
Brand Guidelines
We then went on to create a 16-page brand-guideline document to direct those using the brand assets that we’d created to ensure consistency in application.
Using the:
- Logo
- Icon
- Colour palette
- Typefaces
- Assets
Applying the branding to:
- Imagery
- Social media graphics
- Printed Materials
- Typefaces
- Merchandise
Website
We’ve built a website for Kennet Valley with the primary purpose of acquiring new members, celebrating the success of the syndicates so far and advertising their available shares to members.
We began with a thorough planning process which involved auditing the current site and their aspirations to work towards on their new site. This then created a brief when we proceeded to wireframe and design the functionality and look and feel of the site ahead of the building process.
The new site had a comprehensive CMS built through Wordpress, allowing the client to upload, edit and publish various content throughout the site.
Photography/Videography
During our visits to the various trainers’ yards, we were able to collect premium footage and photography of the Kennet Valley members enjoying yard visits and viewing their horses on the gallops. We also spoke to a selection of trainers and members about their experiences with Kennet Valley, in order to create testimonial videos that could be housed on the website and social media pages to appeal to new customers.
Social Media
Kennet Valley ensures its social feeds are kept up to date for members, promoting runners, syndicate news and upcoming event days. We worked with the team to create bespoke, but editable, templates for a variety of potential posts moving forward.




The Result
If you’re a brand in need of similar creative output, get in touch with our team – we’d love to hear from you!
- Brand Identity Creation
- Brand Guidelines
- Creative Direction
- Website Design & Build
- Videography
Next in our new video series is…
— Kennet Valley Syndicates (@KennetValleySyn) June 22, 2023
EQUALITY who is currently rated 108, trained by @cbhills
🎥 @squareintheair
🔵🔴⚪️#supportedbyoakmangroupplc@OakmanInns pic.twitter.com/x2jM5g2gbQ
What?
Kennet Valley Thoroughbreds, launched in 1988, is a pioneer of professional racehorse syndication management in the UK. In 2023, there are around 15 horses running in its colours, highlighted by the Royal Ascot-winning and Group 2 winner Sir Busker.
Square in the Air was tasked with increasing awareness of the prestigious brand through refining the identity and creating consistent brand materials for print, social and web, ahead of the 2024 season.
Branding
Once the strategy team had approved the name change, from Kennet Valley Thoroughbreds to Kennet Valley Syndicates, we began work on refining the logo.
Previously the logo used a serif typeface that was hard to read when reduced in size. This led to inconsistencies across different mediums, such as printed merchandise, social media profiles and the website. The previous logo also featured the silks in the centre, but these were in the incorrect tone of blue, which weakened the image and could leave potential customers confused.
We began by refining the brand blue, from a royal to a navy blue while still retaining the vibrancy of the royal blue. This, paired with the pastel blue and red from the silks, made the brand instantly more consistent and recognisable.
Naturally, this led to a new brand typeface, ‘Mr. Eaves’, a simple font with a hint of personality and luxury. The rest of the logo was then rebuilt to hero the heritage of the name, as well as the success of KVS racehorses.
Brand Guidelines
We then went on to create a 16-page brand-guideline document to direct those using the brand assets that we’d created to ensure consistency in application.
Using the:
- Logo
- Icon
- Colour palette
- Typefaces
- Assets
Applying the branding to:
- Imagery
- Social media graphics
- Printed Materials
- Typefaces
- Merchandise
Website
We’ve built a website for Kennet Valley with the primary purpose of acquiring new members, celebrating the success of the syndicates so far and advertising their available shares to members.
We began with a thorough planning process which involved auditing the current site and their aspirations to work towards on their new site. This then created a brief when we proceeded to wireframe and design the functionality and look and feel of the site ahead of the building process.
The new site had a comprehensive CMS built through Wordpress, allowing the client to upload, edit and publish various content throughout the site.
Photography/Videography
During our visits to the various trainers’ yards, we were able to collect premium footage and photography of the Kennet Valley members enjoying yard visits and viewing their horses on the gallops. We also spoke to a selection of trainers and members about their experiences with Kennet Valley, in order to create testimonial videos that could be housed on the website and social media pages to appeal to new customers.
Social Media
Kennet Valley ensures its social feeds are kept up to date for members, promoting runners, syndicate news and upcoming event days. We worked with the team to create bespoke, but editable, templates for a variety of potential posts moving forward.

The Result
If you’re a brand in need of similar creative output, get in touch with our team – we’d love to hear from you!
- Brand Identity Creation
- Brand Guidelines
- Creative Direction
- Website Design & Build
- Videography
Next in our new video series is…
— Kennet Valley Syndicates (@KennetValleySyn) June 22, 2023
EQUALITY who is currently rated 108, trained by @cbhills
🎥 @squareintheair
🔵🔴⚪️#supportedbyoakmangroupplc@OakmanInns pic.twitter.com/x2jM5g2gbQ






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