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Boyd Exell

  • Branding
  • Web design

Crowned four-in-hand world champion four times, seven-time winner of the FEI World Cup Driving Championship, Reem Acra’s ‘Best Athlete,’ Ariat International’s ‘Athlete of the Year’ and recipient of the Order of Australia Medal, in the prestigious equestrian world, Boyd Exell truly is the champion’s champion.

We were asked to elevate him even further, turning him into a brand champion for the entire sport of carriage racing.


Launch Website

Creating carriage racing’s first brand champion

Our brief was twofold: profile the sportsman, highlight the sport. That in mind, we created a sophisticated, classic, timeless with a contemporary edge brand worthy of the exclusive, quite literally regal, world of carriage driving. A palette of blacks, golds and crisp whites was rolled out across an overhauled website repurposed to showcase the heritage, history and pageantry of the sport as well as the timeline of its biggest star’s successes.

The website also incorporated a special video showcasing Boyd doing what Boyd does best. Full of drama, pace and excitement, it evoked a feeling more commonly associated with big budget TV spots, and acted as the crown jewel atop an already majestic-looking site. Simultaneously positioning carriage driving as a sport to be reckoned with, the work we completed together also portrayed Boyd Exell as a man very much in the riding seat.

“Looking good, Boyd!”

Fédération Equestre Internationale (FEI)

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