New York Racing Assocation
Brand Design | Social Media | Art Direction
2024 - Present
I began freelancing with the New York Racing Association in 2024 and officially joined the team as Design Manager in 2025. The projects below showcase a range of work from both my freelance and in-house roles, highlighting everything from brand design, social media design, to on-site wayfinding.
Branding / Identity
New Belmont Park
The updated Belmont Park branding honors the venue’s rich history while introducing a modern, cohesive identity for its next chapter. Drawing inspiration from the 1905 and 1968 logos, the new system blends heritage typography, the iconic Japanese pine, and contemporary forms influenced by the architecture of the new venue. Expanded colors, refined typography, and a flexible logo and icon system work together to create a consistent, immersive brand experience from arrival through the final race.
Merchandise
To accompany the new branding for Belmont Park, we unveiled a line of logo merchandise for fans to buy in preparation for the new track.
Souvenir Cup Design
The Belmont Jewel is the signature drink of the Belmont Stakes. Shown is the final design for the 2025 Belmont Stakes souvenir cup, featuring the event logo, an ornate pattern, and all the races previous winners on the back.
Logo Designed By Learfield for NYRA
Wayfinding Maps
While freelancing for NYRA, I was tasked with updating their wayfinding map. The project included redrawing several buildings, adding new locations, and designing an interior map for the back. The first version was created for Saratoga, followed by a special edition for the Belmont Stakes, which were held there while Belmont Park was under renovation.
Handheld Map
Large on property map
Saratoga Sundays
Saratoga Sundays was an initiative to promote race days on Sundays at Saratoga. The campaign featured the signature Saratoga umbrella logo and a vintage-inspired font as a nod to the track’s historic past.
NYRA BETS ADS
Another freelance project for NYRA involved marketing their horse racing betting app, NYRA Bets, to new audiences including fans of boxing, motorsports like MotoGP and Nascar, and other horse racing markets.