Clip Clop Club is Melbourne Racing Club’s kids’ membership (ages 0–11), designed to introduce young racegoers to the excitement of the sport alongside their families.

After more than 10 years in market, the brand was ready for a refresh. The original identity offered little flexibility, with only one logo and no supporting guidelines and it no longer aligned with MRC’s modern rebrand in 2022.

Through competitor research and audience analysis, we reimagined the brand to strike the right balance: playful and engaging for kids, yet cohesive within MRC’s broader identity. A clean black-and-white base palette with bold colour, lively typography and custom character heroes (developed in collaboration with an illustrator) brought it to life. I extended this style into complementary elements, patterns and type treatments, and paired them with considered layouts to give the brand both energy and longevity.

This project is a personal favourite — the new identity has endless flexibility through multiple logos, dynamic patterns, and a spirit of creativity that’s genuinely fun to design with.