As part of the multi-million dollar sponsorship deal between Ladbrokes and the Moonee Valley Racecourse, an exclusive lounge and bar area was created for Ladbrokes customers to enjoy the races in comfort at Moonee Valley. Along with the branding signage around the track, I was also tasked with creating the branding for the new VIP lounge and bar. This involved creating an identity which incorporated both Ladbrokes and The Valley branding elements, as well as giving the Ladbrokes Lounge an identity of it's own. The identity was rolled out in multiple ways on site including various signage and branding elements, as well as being used on various marketing collateral promoting the Lounge and Moonee Valley racecourse.

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Originally from England, Ladbrokes is one of the world's leading sports betting and gaming companies.