THE POST AT SARATOGA RACE COURSE

Since 2010, Union Square Events has partnered with the New York Racing Association to elevate the dining options available to guests by designing, building and Operating The Post at Saratoga.

The Post houses a full bar and private event space. Union Square Events oversees venue programming, which features live entertainment, brand activations and promotions throughout the 40-day racing season.

Together with the Marketing Manager of Union Square Events, I redesigned the the logo and brand identity of The Post and updated signage for the on-site dining options to refresh and enhance the atmosphere and hospitality experience at Saratoga Race Course.

The goal the new The Post logo was to give it a sense of seamless speed and lightness that one can feel on the track and in the stands. The new logo focuses on the aerodynamics and contoured lines you see as the horses and jockeys race, with a sans serif typeface leaning in the direction of the race with the horse, and a lockup that refers back to homebase, Saratoga Race Course.

The color palette is inspired by Saratoga Race Course’s bright red striped tents and park logo. We wanted to keep it’s bright red energy, as well as the brown earth tones that original The Post logo had.

Additional brand colors capture the feeling of the slower dusky time of day on the race track, but still have a speedy electric mystery to them.

We launched the new logo and rebrand for The Post at 2015 Summer Opening Day for Saratoga Race Course, and it has been in use and updated ever since. Check it out on these drink coozies and in the updated bar menu

Along with rebranding The Post, I designed stanchions, glass clings, menus, and hood cover artwork for: El Verano Taqueria, Cantina, and Box Frites concession eateries in Citfield Stadium (NYC), Nationals Stadium (Washington D.C.), and Saratoga Raceway (NY).
 

EL VERANO TAQUERIA

Union Square Events' elevated take on the taco stand, brings authentic Mexican flavors and technique to sporting venues. The menu features fresh, high quality ingredients, including salsas made from scratch and corn shucked on site.

BOX FRITES

Box Frites is a Belgian-style frites stand with a menu of delicious game-day indulgences. What began as a stand devoted to thick-cut Idaho fries paired with tasty homemade dipping sauces, has evolved to include sweet potato fries, mac and cheese frites, gourmet hot dogs and more.

BLUE SMOKE ON THE ROAD

Inspired by the flagship Blue Smoke restaurants in Manhattan, Blue Smoke On The Road combines a passion for regional barbecue with southern inspiration, providing unsurpassed home-style comfort food in unexpected places. A much smaller format than the restaurant locations, Blue Smoke On the Road continues to deliver Blue Smoke’s signature culinary excellence and warm hospitality.