Our
Approach

Phumelela racing hosted her Serene Highness Princess Charlene of Monaco in the form of a race day. The purpose of the race day was to raise funds for various charities like Highveld Horse Care Unit and Red Cross. Our objective was to create a royal race day similar to Ascot in London, in a day that promised glamour, royalty and elegance.

“Penquin understood what we’re trying to achieve and helped with all aspects, organizing the top hats, the fascinators, and getting the people into the Racing-it’s-a-Rush Lounge, the Aquanaut room. It was a huge success.

They were involved in all aspects of it, I was very pleased with the outcome, it was a huge success. It stood up to the standard of the Princess being here. They made the racecourse ft for a Princess and everyone wore top hats and tails.” - Larry Wainstein: CEO, Racing Association

The Design
Methodology

The theme of red and white ties in with the Royal presence of the Monaco flag creating a light and bright atmosphere with a solid identity that was applied to various print and digital applications.

The design execution drew upon visual inspiration from black and white photography, festival film posters, double exposure photo effects, traditional serif fonts, and a clean layout. The artistic approach is sophisticated and embodied the graceful presence of her Serene Highness Princess Charlene Wittstock.

I was touched on arrival to be greeted by so many children and the spirit of anticipation at the track was infectious! To see the race day supporting three such worthwhile causes is a great example to others in the industry. Thank you for all the time, energy and commitment you gave to this event and for working alongside my father with such a purpose.

With best wishes Charlene.