GLOBAL
REBRAND
Unibet
↓ VIEW
/ WHAT I LED
Brand Identity
Creative Strategy
Stakeholder Alignment
Toolkits & Rollout
/ WHAT I EXECUTED
Creative Direction
Art & Design Direction
Challenge and Goal:
Established in 1997 with a single ambition, to share sports knowledge and to help players make smarter, more informed bets. Unibet delivers an experience that is Simpler, Safer, Smarter and More Exciting. That means no clutter, no gimmicks, and no wasted time.
Along with its new positioning Unibet needed a modernised brand identity that could scale globally across multiple markets while improving clarity, performance and recognition.
Approach:
I led a full-scale global rebrand, refreshing the visual identity and tone of voice that improved brand consistency worldwide.
Impact:
Sponsorship recognition hit an all-time high, global consistency improved, and more efficient asset sharing delivered significant cost savings.
+30% increase in web traffic
+20% uplift in brand searches
< click left and right to see sponsorship bumper variations >
/ LOGO EVOLUTION
The brand was struggling with an outdated logo that didn’t translate well on digital platforms or sponsorship branding. Inconsistent branding across markets led to low recognition, misattribution and a weak brand perception.
We evolved the logo for greater impact and instant recognition, with sensitivity to digital and sponsorship platforms.
< click left and right to see logo variations >
/ VISUAL IDENTITY
We created new graphic elements, iconography and animation styles to create a bold and dynamic aesthetic that stood out in a cluttered environment.
/ BRINGING THE BRAND TO LIFE
We developed new brand guidelines to clearly define the Unibet brand, ensuring consistency across all touch-points.
These guidelines introduced our new brand positioning, refreshed tone of voice, visual identity and best practices for its application.
