Resetting the foundations of a 250 year old story.

Weatherbys is one of the most recognised and respected names in horse racing and breeding. Over 250 years it has grown into a diverse group spanning racing administration, bloodstock services, scientific testing and digital solutions.

With so many specialist businesses, each serving its own audiences, leadership saw the opportunity to bring them together under a story the whole group could share. This was about more than visual identity. Our task was to help create a shared strategic foundation connecting a 250-year legacy with Weatherbys’ ambitions for growth and innovation.

We ran interviews, workshops and engagement sessions with senior leadership, marketing and business unit leaders across racing, bloodstock, scientific services and digital solutions. This gave us a view across the whole group and of what each business brings to it.

The opportunity was to clarify the role of the Weatherbys name at the centre, and how each business draws strength from it.

We developed a master brand positioning platform, with a brand architecture and portfolio strategy defining how the group fits together. Each business area gained its own positioning and proposition. This included Weatherbys Scientific and Digital Solutions, each distinctive in its own right while strengthening its connection to the parent.

Guidelines, rollout assets and templates help teams across the business bring it to life consistently.

Weatherbys now has a coherent framework that connects heritage with future ambition, and reinforces its place at the centre of racing, breeding and data-driven innovation.

The insight

Heritage organisations often treat their history as something to protect. The ones that grow use it as a platform, a reason to believe in what comes next.