CPL One team creates stylish visuals to promote Godolphin’s online shop.
“One colour. One team.” This is the strapline at the heart of an exciting new campaign to promote Team Godolphin merchandise to its many thousands of global fans.
CPL One already carries out a broad range of marketing for the Godolphin racing and breeding team – and we were briefed to take a fresh approach to promote online sales via the Godolphin Shop.
As the images above and below show, it features a striking combination of black-and-white photography and the same blue colour that appears on the famous racing silks worn by Godolphin’s team of jockeys.
The black-and-white core photography ensures CPL One’s creative solution has a classic and authentic feel. This is reinforced by the way thumbnail images are displayed as if they were appearing on a traditional photographic contact sheet.
Before embarking on the design phase the CPL One team carried out research with a range of Godolphin employees, customers and stakeholders.
With a brief to maximise existing photography, the creatives show various types of merchandise being worn by a combination of models – including current Champion Jockey William Buick and various Godolphin employees.
The creatives are being used across all Godolphin websites, and for an organic and paid-for social media and digital advertising campaign.
Alison Horan, group head of marketing for Godolphin, said: “The first Godolphin online shop launched in April 2023 and sales have grown steadily since then. We are keen to further increase engagement and sales to our global fanbase so we set the CPL One team the challenge of pushing the boundaries with a new creative approach to promoting our online products.
“We really liked the way they took the time to research some different options and design routes and are delighted with the end result.”
As part of the next phase of development, the CPL One team is now overseeing a project to create a range of new product photography that will further improve the look and feel of the Godolphin online shop.
