Running over five days and welcoming over in 300,000 racegoers Royal Ascot is a much-anticipated event. With more than 100 bars and food outlets around the racecourse, we were approached to help Ascot improve the signage for Royal Ascot both from a directional and promotional perspective.
The first phase of work involved researching and mapping customer journeys to understand routes and opportunities. Combining directional signage and promotional messaging, we created a design system to support Royal Ascot’s elegant brand.
After a rigorous research period mapping different journeys, Platform delivered signage for the 179acre site ranging from directional and promotional signage down to individual menus. We also designed detailed location maps and a pocket guide for each of the 5 enclosures that promoted key restaurants and food outlets.
Ascot were delighted with an uplift in sales following our first work at Royal Ascot 2015 and we were commissioned to carry out an audit following the event. Over the following years we have collaborated with them to refresh and refine the catering signage as each year brings new venues, challenges and opportunities to what is always an event to remember.