Belmont Stakes
Branding | Social Media | Art Direction
2026
In 2026, I led the branding and visual direction for the Belmont Stakes, the New York Racing Association's premier event. With Saratoga serving as the temporary home of the race during the construction of the new Belmont Park, the creative was designed as a tribute to the historic city and its deep connection to horse racing. Inspired by vintage printmaking and classic design aesthetics, the visual identity blended tradition and storytelling to capture the spirit of Saratoga and this memorable era of the Belmont Stakes.
Logo Reveal Video
To introduce the 2026 Belmont Stakes brand, I pitched and directed the official logo reveal video. Since the broader campaign was inspired by vintage printmaking and classic design aesthetics, we wanted the logo's debut to feel authentic to that creative direction. As a tribute to Saratoga's history and its deep ties to horse racing, we produced the reveal using traditional letterpress printing techniques.
To bring the concept to life, we partnered with the Pavoldi Brothers of Saratoga Letterpress in
Saratoga Springs, New York. Their expertise, craftsmanship, and enthusiasm for the project made them an invaluable creative partner, helping transform our vision into a memorable and authentic logo reveal.
Belmont Stakes Logo
The 2026 Belmont Stakes logo served as a final tribute to Saratoga Springs, the city that welcomed the race during the renovation of Belmont Park.
While building upon the design framework established over the previous two years, the 2026 logo introduced new elements that celebrated Saratoga's unique identity. At its center is an illustration of the Marylou Whitney entrance, one of the most recognizable landmarks at Saratoga Race Course. Above it, three flags symbolize the three consecutive years the Belmont Stakes was held in Saratoga, commemorating a historic chapter in the event's history.
Logo Variations
Logo in use
Belmont Stakes Tickets
Drawing inspiration from the printed artwork created for the logo reveal, I extended the visual system into the ticket design for the 2026 Belmont Stakes Racing Festival. The goal was to create a premium, collectible feel that reflected the prestige of the event while maintaining consistency with the overall campaign aesthetic.
As the presenting sponsor, NYRA Bets received a custom ticket design featuring its brand colors and visual identity, creating a distinct look within the broader ticket series while reinforcing its partnership with the event. The NYRA Bets ticket can be seen in the center.
Ticket Box
To compliment the design on the tickets, I designed an ornate ticket box to make the experience feel premium from the times the ticket arrive up until the Belmont Stakes race.
Belmont Stakes Wristbands
Starting Gate Design
Social Media
From the launch of the 2026 Belmont Stakes campaign through race week, the creative direction embraced a vintage ephemera-inspired aesthetic, featuring classic typography, textured print effects, and ornate design details. The visual identity was rooted in Saratoga's history while maintaining a contemporary feel across all social channels.
As the event drew closer, the creative evolved to become richer and more celebratory. The final race-week look introduced a refined gold palette accented by white carnations, a nod to the iconic Blanket of Carnations draped over the winning horse, creating a visual system that reflected the prestige and tradition of the Belmont Stakes.
More Social Media
Souvenir Cup
