Bringing clarity to a brand in flux
When William Hill hit a turning point in its evolution, I led the rebrand that repositioned one of the most recognisable names in betting for a modern, digital-first era. The challenge was to respect decades of heritage while designing an identity that could flex across both traditional retail and fast-moving digital environments.
I was responsible for creative direction, identity design, and the strategic rollout planning that ensured this wasn’t just a logo refresh, but a complete brand rethink. The process involved finding new ways to inject consistency and energy into a heavily regulated sector, no easy task when working across such a wide ecosystem of touchpoints.
A key design breakthrough came from identifying a 33° angle hidden within the historic William Hill logomark. I turned that into a distinctive brand device, commissioning a custom typeface that carried this subtle tilt throughout typography, iconography, and illustration. Combined with refined colour palettes and new 3D brand assets, it created a language that was unmistakably William Hill, but seen through a modern lens.
A heritage brand reimagined for the digital era
The rebrand gave William Hill a cohesive identity that unified its presence across retail spaces, broadcast, and digital campaigns. The introduction of a custom typeface and new brand properties didn’t just modernise the look and feel; they provided the tools for consistency in a sector where clarity and trust are critical.
The impact was immediate: an outdated and fragmented identity was replaced with a system that was both future-ready and firmly grounded in the brand’s British heritage. More than a facelift, it repositioned William Hill as a confident player in a highly competitive, highly regulated industry, showing how design can make legacy feel contemporary without losing its soul.
