Project
William Hill brand identity
Modernising sports and gaming through design and digital experiences.
The opportunity
William Hill had a strong market position, but its visual identity felt dated and did not connect with younger, digital-native audiences. The brand conveyed authority but lacked the energy, personality, and approachability needed to compete with new digital-first entrants.
The opportunity was to modernise the brand while preserving core equity, creating a visual language that balances entertainment and excitement with the trust and reliability essential in regulated gaming.
Where design comes in
Modern sports and gaming need more than credibility. They require a brand that conveys energy and personality while inspiring confidence in reliable, regulated operations.
The design created a visual language and digital experience positioning William Hill as a dynamic, accessible choice for contemporary sports and gaming fans, blending entertainment energy with trusted expertise and polished execution.
Design in action
The process began by exploring how to modernise William Hill while preserving core brand equity and engaging digital-native audiences. This led to a vibrant brand system supporting the company’s diverse products. Design key:
- Striking colour palette: Dark navy with lime-yellow accents conveys energy and optimism while maintaining premium positioning and accessibility.
- Portfolio differentiation: Unique accent colours for each sports vertical enable quick visual scanning while keeping a cohesive identity.
- Dynamic digital experience: Full-width video and photography capture excitement and community moments, reinforced by the “It’s who you play with” social positioning.
- Strategic visual direction: Angled compositions with yellow accents create movement, and intuitive navigation guides users toward conversion pathways.
What changed
The modernised brand and digital experience positioned William Hill as a contemporary, engaging choice for sports and gaming, while preserving trust and reliability. The navy and yellow palette created clear visual differentiation in a crowded market.
The website showcased product breadth and entertainment value, building confidence through polished design and messaging that resonated emotionally with audiences. William Hill strengthened its competitive edge against digital-native rivals while leveraging its established market position.
Deliverables
Brand strategy and repositioning
Comprehensive brand guidelines
Website design and development
Tools