A New Identity for
TAIF Racing Season
The TAIF Racing Season, held high in the mountains of Saudi Arabia, represents one of the Jockey Club of Saudi Arabia’s most distinctive racing events. Known for its summer setting and connection to the iconic Taif rose, the season required a refreshed brand identity that would capture both its cultural heritage and the energy of world-class racing.
We were tasked with rebranding TAIF to create an identity that felt modern, dynamic, and uniquely representative of the region. Taking inspiration from the Taif flower, we developed a new visual language that blended heritage motifs with a contemporary aesthetic. The result was a brand identity that celebrated tradition while standing out as bold, engaging, and premium within the global racing calendar. Alongside the rebrand, we created a comprehensive design toolkit for use across the season. This included digital assets, environmental branding, print materials, and campaign visuals — all designed to enhance the spectator experience and elevate the season’s profile. The refreshed identity delivered a cohesive, recognisable look that brought new energy and excitement to the TAIF Racing Season..
