William Hill Vegas Rebrand
The day to day BAU offers carousel was looking very repetitive and dull, with no elements to distinguish or recognise the different offers. Myself and the gaming team created a new style guide with various creative solutions to improve our day to day responses to BAU briefs.
The initial brief naturally progressed and influenced the Vegas rebrand which is seen and used today.
Skills
Branding & Identity, Concept Creation, Graphic Design, Digital Design
Employment
William Hill
Before Banners
Amped Up
As an alternative approach to differentiate the multiple promotional banners onsite, I created some initial designs which would work to help promote certain games or offers. This explores different uses of imagery, bringing in game imagery or stock assets, characters or game play screenshots. I also explored different disc holdalls for gaming logos and various logo placements to allow more room for creative.
Visual Offer Signifiers
Exploration Work
From the engagement and click through success the 'amped up' banners had, the next step in the process was to create visual signifiers for each individual offer that would appear onsite. The aim being, that at first glance, the customer would be able to quickly recognise and differentiate between the offers through use of copy and creative style.
Competitor Research
Competitor analysis into how other betting agencies show their different offers.
Moodboard
Collage mood board presenting various inspiration images for each of the offers
Concession Icons
We created a range of concession icons that would appear on all gaming banners. This brings consistency across both gaming and sports sites, where customers are able to see at first glance, what promotion the offer is under.
Offer Creatives
The below concept deck proposes options for the different promotion types. Examples including Free Spins and Prize Draw creatives were selected and used.
Slots Fiesta
Originally set up as a temporary summer campaign to run alongside 'Amped Up' banners. A more simple approach was taken to differentiate the offers than the concept deck above. We decided to create large gold icons to match the concession icons, which would sit behind the game holdall. This created a strong brand identity for William Hill Vegas with customers able to recognise multiple offers on the carousel and would appear different to other campaigns running alongside the everyday offers. We continued to run this creative, due to its success, as the permanent creative for all BAU offers up until the rebrand in 2023.
Vegas Rebrand 2023
The current version of the William Hill Vegas Brand. Influenced by the previous adaptations to the William Hill Vegas creative, it gave the studio a new level of creative flexibility and ensured there was a single approach across gaming.
Everyday Offer Banners
Elevated BAU
Elevated versions of the every day banners for exclusive game offers such as free spins and prize draws. These promo banners follow a similar style to BAU but introduce game assets into the background.
Strike Gold Spotlight
Spotlight promotions cast a spotlight on particular games. Spotlight banners have a distinct appearance to them where game or stock imagery is bought in to create a more encompassing environment.
