Brand Tone

nostalgic, personal, and artistic

Brand Values

• •Tradition
• •Artistic Integrity
• •Community and Place
• •Legacy

Best Practices

• •Lead with Story: Every piece of copy, from a social media post to a product description, should have a narrative element. Share the inspiration, the historical context, or a personal anecdote related to the artwork.
• •Use Evocative and Sensory Language: Incorporate words that appeal to the senses and evoke the atmosphere of the racetrack —"dappled sunlight," "thundering hooves," "historic grandstand," "morning mist."
• •Emphasize Tradition and Legacy: Consistently use keywords like "tradition," "legacy," "history," "collectors," and "annual" to reinforce the brand's core values. Mention the longevity of the poster series often.
• •Maintain a Personal, Authentic Voice: Write as if the artist himself is speaking. Use "I" and "my" to share personal reflections. This maintains the approachable and genuine tone that has built a loyal community.
• •Connect to Place: Always tie the art back to Saratoga. Mention specific landmarks like the grandstand roofline, the paddock, or the tree-lined paths to ground the work in its iconic location.

Social Perception

Greg Montgomery is perceived by the public and his customers as a beloved and iconic artist whose work is a cherished part of the Saratoga horse racing tradition. Customers are often collectors who eagerly await the new poster each year. He is seen as an authentic and humble creator, deeply connected to his work and his audience. News articles and features treat him with respect, highlighting the unique achievement of creating the longest-running series of sporting art by a single artist for a single event. The National Museum of Racing and Hall of Fame has held exhibitions of his work, which underscores his respected status in the field.

Copy Examples

• •It's more than a race. It's a tradition. For 40 years, one artist has captured the spirit of the Travers Stakes. The 2025 poster is here. Own a piece of Saratoga history.
• •Inspired by the quiet magic of a Saratoga morning. Before the crowds arrive, the light hits the grandstand in a particular way. This year hand s piece, 'First Light,' is my attempt to capture that moment. I hope it brings you back to the track, wherever you are.
• •Travel back to 1994. 'Out in Front' celebrates the legendary Holy Bull in a style inspired by classic 1900s block prints. A powerful moment from a powerful champion, this piece is a must-have for collectors and fans of the grays.
• •Join me this weekend at the National Museum of Racing. I'll be signing copies of the new Belmont and Travers posters and sharing some of the stories behind 40 years of capturing the season. Let's celebrate the tradition together.
• •It all started with an idea in 1986: to create a worthy piece of art for a historic race. Today, the Travers Stakes poster series is the longest-running of its kind in sporting history, a testament to a deep love for the art, the horses, and the unforgettable spirit of Saratoga.