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.
Jack is the Founder of Ford Creative, guiding the agency’s growth and setting the vision for everything it does. Since starting the studio, he’s been focused on building strong client relationships, shaping bold ideas, and creating a team culture that’s as fun as it is ambitious. With a knack for balancing big-picture strategy with hands-on detail, Jack has helped Ford Creative become known for its flexibility, approachability, craft, and creativity. Outside the studio, he’s just as tenacious—whether he’s on the golf course, taking Margaux out, or sharing a good bottle of wine with friends.
Jack Ford
Jack Ford
Wayne is Ford Creative’s Senior Designer, bringing over 12 years of experience in creative agencies. He’s passionate about turning ideas into designs that make an impact, from brand identities to campaigns across print and digital. A skilled animator, Wayne also brings design to life through motion, adding energy and depth to visual storytelling. At Ford Creative, he collaborates with clients and the team to create thoughtful, engaging design that helps brands stand out. Outside the studio, Wayne can usually be found experimenting with animation, sketching, or spending time with family and friends.
Wayne Morrish
Wayne Morrish
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.
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