The Brainstorm

The 100th Running of the Virginia Gold Cup felt like a moment that deserved something special. I was tasked with creating a 16-page commemorative section that would be handed out at the event,  not just read, but held onto. We ran two photo campaigns to help fill the pages: one where readers submitted their favorite Gold Cup memories, and another called “Champions of Gold Cup,” where people nominated the horses, jockeys, and behind-the-scenes folks who’ve made a real impact over the years.

It gave us a lot to work with and a lot to organize.

The Creative Process

Once all the photos started rolling in,  from readers, our horse editor, and the archives, I knew the biggest challenge would be making it all feel cohesive. I had a large variety of images that varied in size and quality, some in black-and-white, some in color. I wanted the layout to honor the history of the event, but still feel fresh and easy to follow.

I used a custom grid system for the photo-heavy pages so nothing felt slapped together. I paid close attention to how the ads and images flowed across the spreads, no two of the same size or tone sitting right next to each other. Some pages didn’t have quite enough content to fill the space, so I pulled in unused or thematic images to help round them out. One of my favorites was a vintage Gold Cup program that ended up fitting perfectly alongside a story about the event’s early history. It was one of those small wins that made the whole thing come together.

The Vision

This wasn’t just another special section to check off the list. It was going to be handed out at the event, right into the hands of people who live and breathe Gold Cup. I wanted it to feel like something they’d keep, not just flip through once and toss.

That meant treating every spread like it mattered. From pacing the content to curating the images to making sure the layout tied into our October 2024 redesign, I tried to give it the same level of care the event itself was getting. I also wanted it to reflect well on the paper, something that could catch the eye of a first-time reader or even a future subscriber. It was a chance to represent who we are, visually, to a brand-new audience.

The Outcome

The final section felt exactly how I’d hoped, like a true keepsake. It balanced reader-submitted memories with strong photography and history, and it honored both the heritage and energy of Gold Cup.

The layout stayed consistent with our October 2024 redesign, but I pushed the design a little further in places that called for something special. The chairman of the board was thrilled with how it turned out, and the feedback from the event, both from readers and staff, was incredibly positive.

It was a challenge worth taking on, and a piece that reminds me why I love editorial design.