William Hill
Modernising a British icon for the digital age.
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 building an identity that could flex seamlessly across both physical retail and dynamic digital environments.
Concept & Execution
The strategy focused on clarity, energy, and cohesion, designing a brand that could thrive within a highly regulated sector without losing its iconic character. It was about honouring William Hill’s heritage while giving it the confidence and tools to compete in a fast-moving, experience-driven world.
A breakthrough came from discovering a 33° angle hidden within the original logomark. This subtle detail became the foundation for a new design system, influencing typography, iconography, and illustration. A custom typeface was commissioned to carry that distinctive tilt, paired with a refined palette and 3D assets that redefined the brand’s digital presence.
OUTPUT
I led the creative direction, identity design, and strategic rollout planning to ensure the rebrand was more than a cosmetic update. Every component, from motion design to retail applications, was rethought for consistency, scalability, and clarity.
Conclusion
The result was a unified brand world that modernised William Hill without erasing its past. The new identity gave teams across retail, broadcast, and digital a shared visual language that projected confidence and trust.
By translating tradition through a contemporary lens, William Hill evolved from a fragmented legacy identity into a cohesive, future-ready brand, one that feels distinctly British, unmistakably modern, and built for what comes next.
