WILLIAM HILL
At a pivotal moment in William Hill’s evolution, a full rebrand repositioned one of the UK’s most recognisable betting brands for a modern, digital-first era. The task was to preserve a legacy built over decades, while creating an identity able to flex seamlessly across physical retail, digital environments, and premium experiences.
The strategy centred on clarity, energy, and cohesion. Operating within a highly regulated sector, the brand needed to feel confident and contemporary without losing its iconic character. A key insight emerged from a 33° angle hidden within the original logomark, which became the foundation of the new design system. This subtle detail informed typography, iconography, and illustration, creating a distinctive visual language. A custom typeface carried the characteristic tilt, paired with a refined palette and three-dimensional assets to reshape the digital presence.
The system extended naturally into William Hill Clubhouse, the members’ programme for high-value customers. Here, the branding was designed to communicate exclusivity and craft, supporting premium experiences from bespoke gifts to VIP sporting access. The Clubhouse identity remained aspirational while sitting comfortably within the wider brand world, ensuring consistency across every touchpoint. Creative direction, identity design, and rollout planning were delivered across digital platforms, retail environments, marketing communications, and VIP experiences. Every element, from motion to physical expression, was designed to feel unified, flexible, and distinctly William Hill.
The rebrand created a cohesive brand world, modernising William Hill without erasing its heritage. Teams across retail, broadcast, digital, and Clubhouse experiences gained a shared visual language that projected confidence, trust, and premium appeal. The brand moved from a fragmented legacy identity to a future-ready system, unmistakably modern, distinctly British, and built for the next era of customer engagement.
