Kentucky Derby Trading Cards
Working for Churchill Downs’ digital betting platform, Twinspires, the Kentucky Derby is the marquee event every year. There was an idea being thrown around for Derby 146 to do something different on our social media channels. Historically, our content focused on familiar themes; promotional offers, betting odds, horse stats, and polished infographics. While effective, it rarely sparked standout engagement.
This time, we set out to try something different, something that would surprise and delight our audience. The idea: a set of digital trading cards, one for each horse in the Derby field. Tapping into the growing popularity of collectible digital content, this concept allowed us to blend timely data with bold, shareable design.
The response blew us away. Engagement took off, and what started as a one-off experiment quickly became a new Derby tradition during my time at Churchill Downs.
Art Direction | Concepting | Design & Illustration
Leading design and working exclusively on the sports betting arm of the business, the team turned to me. Growing up collecting trading cards, the chance to create a digital version tied to the Kentucky Derby was honestly a dream project.
I set out to design a look that nodded to classic trading card styles from the past, but with a fresh twist rooted in the world of horse racing. Each year, the designs evolved, but my favorite set has to be from Derby 147. That year, I built the visual framework around architectural elements from Churchill Downs itself — tying the cards directly to the history and spirit of the event.
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