We were tasked with creating a one-of-a-kind brand for a pediatric dentist that revolved around upscale horse racing, one of the most popular sports and pastimes of the Southern Pines area. Our challenge was to execute this horse racing/derby theme without coming across as kitschy, cheesy, or predictable. The client also didn't want something too Vegas-style or off-putting for parents. Before "opening day", the client wanted to do a generic direct mail postcard that said "we're open". We took that idea a step further by creating a brand experience by designing an announcement card with tear-off ticket/business card that would pique the interest of local parents and clients. That branded racing feel was veined throughout all print, digital, and environmental pieces.