website-bcs-03_optimised

Website-BCS-03_optimised

Visit website

RACING TO A NEW AUDIENCE
The QIPCO British Champion Series (BCS) showcases some of the best flat races, horses and riders on the planet, and is the largest series of its kind. It comprises five championship categories across ten locations and concludes on QIPCO British Champions Day at Ascot.
Orangery has partnered with BCS as a website design agency for several years and was delighted to be asked to redesign and relaunch its online offering. The goal: to bring UK flat racing to a new generation of sports fans and racing enthusiasts through a more exciting, accessible brand.
<h3 class="heading-4">We partnered on</h3>
<ul class="list-columns-2">
<li>Strategy &amp; planning</li>
<li>Brand messaging</li>
<li>Website UX &amp; UI design</li>
<li>WordPress development</li>
<li>API integration</li>
<li>Data visualisation</li>
<li>Campaign pages</li>
</ul>

british-champions-series-homepage

British-Champions-Series-Homepage

ESTABLISHING VISION &amp; VALUES
Working with BCS to form their brand messaging and articulate who they are, we helped them understand how to appeal to an entirely new market. We developed a simple brand platform that set this vision and formalised the BCS mission and values. This new brand position and direction acted as our north star throughout the design process.
We introduced engaging, dynamic content to the website by utilising various API feeds from the British Horseracing Association. The power of WordPress meant that the BCS team were no longer required to manually update leaderboards and results tables, and the easy-to-use CMS enabled content editors to make simple or complex changes to copy.

british-champions-series-strategy

British-Champions-Series-Strategy

STREAMLINED &amp; SUSTAINABLE
Moving away from the traditional news-oriented layout and navigation created an opportunity to make a deeper connection with fans. We redesigned and streamlined key content areas such as jockey profiles, leaderboards and results tables, making information more accessible.
<h2>Mobile first </h2>
We optimised fixtures pages to be more engaging and user-friendly and raised the prominence and quality of photos and video throughout the site. BCS’s new mobile-first audience prompted us to design for smaller screens first, paying attention to a more succinct approach to navigation and copy.
<h2>Optimising performance</h2>
Finally, best-in-class SEO tools helped us narrow down individual issues that were affecting the site’s overall performance, and we moved the entire BCS infrastructure to Orangery’s low-carbon hosting solution, for a truly sustainable digital product.

british-champions-series-mobile-design-2

British-Champions-Series-Mobile-Design

british-champions-series-ui

British-Champions-Series-UI

british-champions-website-design

British-Champions-website-design

british-champions-series-tablet-design

British-Champions-Series-Tablet-Design

AN EVOLUTIONARY JOURNEY
We are already seeing a significant increase in website visits and engagement, with the entirely refreshed web experience offering a user-centric and content-rich celebration of the British Champion Series – not only re-establishing them as the world’s largest horse racing series but appealing to a greater audience of keen flat racing fans.

Lewis Donnovan

We have worked with Orangery for many years and have found their support, expertise and dedication second to none.

More work

bha-01_optimised

BHA-01_optimised

bha-work-2

BHA-Work

Sport

Branding

Campaigns

Content

Web Design

nrw-digital-01

NRW-Digital-01

work-featured-image-national-racehorse-week-event-platform

Work-featured-image-National-Racehorse-Week-Event-Platform

dunlop-campaigns-edit-nosound

Dunlop-Campaigns-Edit-nosound

work-featured-image-dunlop-product-launches

Work-featured-image-dunlop-product-launches

dunlop-ao-edit-no-sound

Dunlop-AO-Edit-no-sound

dunlop-fog-ball

Dunlop-FOG-ball

100years-court-options_1

Dunlop 100 years anniversary campaign

work-featured-image-dunlop-anniversary-campaign

Work-featured-image-dunlop-anniversary-campaign

Bringing flat racing to a new generation