Hook Creative Studio has launched a new brand, Southside Racing, following the merger of Cranbourne Turf Club and Pakenham Racing Club.

The merger is anticipated to reshape the racing landscape in the south-eastern suburbs of Australia. Pat Langton, Chief Creative Guy at Hook Creative Studio, said the new brand is about celebrating the synergy between Cranbourne Turf Club and Pakenham Racing Club.

"It's about forging a bold new path with a visual identity that pays homage to their individual legacies," he said.

Neil Bainbridge, CEO of both clubs, believed the merger would amplify capabilities, elevate the overall experience, and contribute to industry growth. He described Southside Racing as a "commitment to excellence, community, and the future of racing."

Chief Marketing Officer, Jules Cottee, commended the new Southside Racing logo for its visual appeal and its representation of the iconic racecourses of both clubs.

"The emblem will be proudly displayed, fostering a cohesive identity for members and the broader community," he said.

The brand rollout is scheduled to take place over the coming months.