The Sydney Autumn Carnival (SAC) is currently being transformed into one of the world's pre-eminent thoroughbred racing and sales events.

Gen.a has been engaged to deliver a comprehensive new brand strategy and identity for the event in support of this transformation process.

The success of a new high profile SAC brand will offer benefits broader than the racing industry, by attracting business related investment, events and tourism activities not just to Sydney but NSW.

The three-month re-branding project includes an audit and analysis of local and international racing carnivals and other major sporting events around the world. The Gen.a team is also consulting closely with all event partners and key commercial and media stakeholders.

The new brand will be launched in October 2010 in conjunction with the bicentenary of racing in NSW and Australia.