There’s YOU YOU, then there’s ASCOT YOU

For the Ascot You campaign, I focused on pushing the visual language to its most elegant extreme, especially through a custom typeface I created just for this project. Because if you're going to become Ascot You, even the typography needs to be dressed for the occasion.

The idea was to reflect the transformation into your “Ascot self” not only through imagery, but in every detail of the design. The bespoke typography was inspired by the exaggerated glamour and playfulness of the campaign - not just dressing up, but becoming a heightened version of yourself. The colour palette took cues from luxurious fabrics, and layouts borrowed the confidence of fashion editorials. Every element was crafted to feel like it belonged in a world where glamour isn’t optional, it’s expected.

Campaign Design
Client: ROYAL ASCOT
Role: Creative concept, Design Concept, Design
ECD: Steve Howell
Creative: Eve De Haan, Yuriko Ui
Produced in 2022-2024 at Dark Horses