Jockey Club Auction.

According to the agency's case study, the visitor experience at the auction reaches well beyond the sale ring: approach roads, entrances, parking areas and stable courtyards all need to be clearly identified. The agency set out to tie those spaces together with consistent branding and signage in both Arabic and English.

The bilingual mark pairs an outline horse's head with an auctioneer's gavel and sits in a lockup beside the club's own emblem, in the club's green with a gold accent. A pattern of small tiles (a gavel, crossed and hourglass shapes, dots and stripes) and three Arabic words, أصالة (heritage), اعتزاز (pride) and ازدهار (prosperity), run across vertical flags, fence banners and the barrier wraps around the parade ring. The case study shows roadside welcome signs ('Welcome to the Jockey Club Auction') and directional signs such as a horse drop-off zone, a modular sign system for rooms including the auction hall, VIP lounge, media room and service desk, building banners, wall graphics in the lounges, and branded banners above the auctioneer's rostrum, photographed during a sale. THE ONLE added the project to its portfolio on 31 October 2026; neither the agency nor the club has published the date or venue of the sale shown.