World’s of exploration
As Ascot Racecourses appointed digital partner, we collaborated on all aspects of their online presence and some offline digital media. Working closely with their marketing team on a daily basis for around 6 years, I lead numerous projects, updating functionality and styles regularly, implementing CRO improvements to areas of the website such as Hospitality, and creating campaigns such as the one below.
Royal Ascot is one of the most prestigious horse racing events on the global calendar. We were asked to create an unforgettable online experience to promote the event and unlock its hidden, untold stories. From famous horses, jockeys, Michelin star chefs to Royal Ascot’s most loyal customers. With Royal Ascot holding so many inspiring stories from over 50 years, our vision was to intertwine this history with the latest technologies to allow website visitors to explore a world of content in a 21st century online experience.
Creating a linear website that provided an obvious approach was something we wanted to avoid at all costs, even though time frames were narrow. I was the lead designer working alongside Ascot’s internal teams to collate, discover and strategize how and which stories would be told. The untold stories would be presented through an unprecedented hand-crafted globe, one which would create the setting for the ‘World of Royal Ascot’. We set to work designing, prototyping, and testing concepts of how we could turn the spectacle of the globe into a digital solution.
The physical globe was transformed via specialized video production, photography, and a bit of tech magic by our design and development teams, to blend all media into a fully interactive website experience. The biggest design challenge we overcame was allowing users to navigate intuitively around the globe with as subtle indicators as possible. We used animations, hover effects, and transitions to guide users and allow an immersive feel.
