Adiyat Racing
Plus.
Shaping the visual identity and creative direction of AR+ across print, digital and social platforms.
Overview
Adiyat Racing Plus (AR+) Magazine is the leading horseracing magazine in the UAE which is funded and supported by the Dubai Government. The weekly magazine which as named by HH, Sheikh Mohammed Bin Rashid Al Maktoum, delivers comprehensive and unrivalled coverage of racing and all other equestrian discipline in both Arabic and English since it inception on 4th November,1994.
With renowned international correspondents, Adiyat Racing Plus covers the news from all the major horseracing nations of the world. In addition, Al Adiyat provides in-depth coverage of horseracing, endurance, show jumping & polo, and proved to be highly popular all over the country.
STRATEGY. RESEARCH.
DESIGN.
The initiate AR+ rebranding process, began with a comprehensive research phase that involved stakeholder workshops, industry analysis, and user research. By engaging with key stakeholders, including the CEO, managing editor, design and marketing teams, and editors, i gained valuable insights into the needs and preferences of our target audience.
These insights were instrumental in shaping the direction of AR+'s development, including the definition and refinement of key features, the optimization of platforms, and the magazine usability, and the development of a strong and distinctive brand identity to resonate with our target audience.
Strength. Speed. Excellence.
The AR+ logo captures the power, elegance, and prestige of horse racing while representing the broader world of equestrian sports. Its minimalist design features a stylized horse's head with the letters A and R seamlessly integrated into the form, creating a bold and distinctive identity. The + symbol reflects the brand's expansion beyond racing to include disciplines such as show jumping, dressage, polo, Arabian horse shows, events, and auctions.
A clean, contemporary sans-serif typeface reinforces the modern identity, while the color palette enhances its premium character. Dark green represents strength and elegance, light green symbolizes growth and innovation, and gold and silver convey luxury and excellence, reflecting Dubai's reputation as a global equestrian destination.
before
after
The branding was developed to work consistently across a wide range of applications, including team apparel, caps, event banners, signage, promotional materials, digital platforms, and editorial design. Every touchpoint was carefully considered to ensure a cohesive brand experience, demonstrating how a strong identity can seamlessly adapt across print, environmental, and digital media while maintaining a premium and recognizable presence.
CONNECTED. RESPONSIVE. SEAMLESS.
The AR+ digital experience was designed to extend the brand beyond the printed publication, creating a connected platform where readers can explore racing, equestrian culture, news, and stories in a clear and engaging environment. The visual identity was carried consistently across the interface, combining strong typography, refined layouts, and the AR+ color palette to create a distinctive digital presence.
The website was developed with a responsive approach, ensuring the experience adapts naturally across desktop and mobile screens without compromising the visual character of the brand. From navigation and content structure to imagery and typography, every element was carefully considered to create a seamless experience that feels fast, intuitive, and unmistakably AR+.
INSTANT. DIRECT. SHAREABLE.
The AR+ WhatsApp edition was designed to bring the magazine closer to its audience through a fast, accessible, and familiar digital format. Content was adapted specifically for WhatsApp, allowing readers to receive and explore selected stories, news, and visual content directly on their mobile devices while maintaining the distinctive AR+ visual identity.
More than a standalone communication channel, the WhatsApp edition was developed as a bridge between the AR+ platforms, connecting readers back to the website and social media channels. Each piece of content was designed to encourage further exploration and sharing, helping drive traffic to the website, increase engagement across social media, and create a stronger, more connected digital ecosystem around the AR+ brand.
ENGAGING. DYNAMIC. REACH.
The AR+ social media presence was designed to extend the brand beyond the magazine and create a consistent, recognizable visual language across digital platforms. I developed social content that combined strong editorial layouts, bold typography, impactful imagery, and the AR+ identity to transform stories, racing coverage, and key moments into engaging visual content designed for fast-moving social feeds.
The social media system was also created to strengthen the connection between the different AR+ platforms, using content to attract attention, encourage interaction, and direct audiences toward the website and other digital channels. By maintaining a consistent visual identity while adapting each piece to the specific requirements of social platforms, the design helped increase the brand's reach and create a stronger, more active digital presence.
EDITORIAL. CRAFT. PRESTIGE.
The AR+ magazine was designed as a premium editorial experience that brings together the energy of horse racing, equestrian sport, and contemporary lifestyle. I developed a distinctive editorial system built around strong typography, dynamic compositions, refined imagery, and a carefully considered grid, creating a visual language that gives each story its own character while maintaining consistency throughout the publication.
Every element of the printed magazine was carefully crafted to balance visual impact with readability, from covers and feature spreads to photography, typography, and supporting graphics. The result is a sophisticated and collectible publication that elevates the AR+ brand in print while reflecting the strength, elegance, and prestige of the world it represents.
