Harness Life brand development

Harness Racing New Zealand (HRNZ) was on a mission to engage new audiences to get interested and involved in the sport. But the current brand is highly technical and while it gets plenty of engagement from hardcore harness racing fans, the industry lingo and insider info was actually alienating new audiences. We undertook some serious research to identify what our potential new audiences care about and created a new brand, Harness Life, just for them.

Harness Life is the entertainment brand that HRNZ was missing – a way to highlight the fun, fashion, and excitement to be found at a race day. From family fun at the country races to high fashion at Cup Day, Harness Life engages directly with those audiences that may not know much about the details of harness racing but are looking for a day out that’s a little bit different.