WILLIAM HILL
OVERVIEW
At a pivotal moment in William Hill’s evolution, I led the rebrand that repositioned one of the UK’s most recognisable betting brands for a modern, digital-first era. The challenge: preserve a legacy built over decades while creating an identity that could flex seamlessly across physical retail, dynamic digital environments, and premium experiences.
STRATEGY
The strategy focused on clarity, energy, and cohesion, designing a brand that could thrive within a highly regulated sector without losing its iconic character. A breakthrough came from discovering a 33° angle hidden within the original logomark, forming the foundation for a new design system. Typography, iconography, and illustration were all influenced by this subtle detail. A custom typeface carried the distinctive tilt, paired with a refined palette and 3D assets to redefine the digital presence. The strategy extended to William Hill Clubhouse, the exclusive members’ club for high-value customers. Here, branding was designed to communicate premium, one-of-a-kind experiences, from unique gifts to VIP access at sporting events, ensuring that the Clubhouse felt aspirational, consistent with the wider brand, and visually aligned across all touchpoints.
OUTPUT
I led the creative direction, identity design, and strategic rollout planning across all touchpoints, from digital interfaces and retail signage to marketing materials and VIP experiences. A custom typeface was commissioned to carry the distinctive tilt, paired with a refined colour palette and 3D assets to enhance digital expression. Every element, from motion graphics to the Clubhouse branding, was designed to feel unified, flexible, and distinctly William Hill, giving both the retail and VIP experiences a confident, modern, and coherent visual language.
IMPACT
The rebrand delivered a unified brand world, modernising William Hill without erasing its legacy. Teams across retail, broadcast, digital, and Clubhouse experiences gained a shared visual language that projected confidence, trust, and premium appeal. William Hill evolved from a fragmented legacy identity into a cohesive, future-ready brand, distinctly British, unmistakably modern, and designed for the next era of customer engagement.
