10bet Wins

Multi-award winning London branding agency Rose has scooped no less than 3 coveted Gold eggs, in the 2019 Fresh Awards – the benchmark for fresh thinking in design and branding.

Their innovative take on a sector saturated with me-too offerings, where short term gains, and trends set by the market leaders have dictated the majority of brands for years, really resonated with the Fresh jury of internationally respected Creative Directors. The agency and their client won gold in the Re-branding, Poster Campaign, and Best use of Illustration categories.

The strategic thinking for 10bet was born from observations and insights from the consumer perspective that most sports book operators present customers with confusing UIs and frustrating UXs. The competitor landscape also appears to draw on the same visual language, vocabulary and promotional offers. Library photography of sports stars is used almost across the board, resulting in poorly executed montages, where faces, badges and sponsors logos require extensive retouching to fulfill the increased regulatory controls and governance within the UK gaming industry.

So Rose helped 10bet define a refreshingly simple strategic approach. One which aims to put the needs of their audience - the bettor - before the bookie. As a result, their visual and verbal language has been reinvented to give 10bet much needed differentiation within the market, supporting their new positioning – ‘For the bettor’ – by making the customer experience quicker, easier, more intuitive and more enjoyable, as well as increasing recognition and relevance through the special relationship the sports world has with the number 10. This is where our judges got really excited!

10bet launched their new brand with a campaign at ICE, the major annual industry trade show at ExCel in London’s Docklands. The campaign draws all its inspiration from the number 10 shirt – the most coveted shirt in football. Using current famous number 10s from top European teams to drive fans to the 10bet app and website, the campaign posters present odds on the likelihood of their heroes winning the golden boot (the most goals scored) at the end of the season. But the number 10 in each case has been replaced by the 10bet logo – ensuring the brand is recognized as owning the most prized number in football, as well as creating immediate impact and brand recognition for the business, in a solution our judges felt really stood out from the crowds.

In response to the issue of stock photography, the agency also delivered an ingenious solution in the form of a library of more than 100 customisable illustrations, with interchangeable features, hair, skin tones and kits to create an infinite asset bank of distinctive, ownable 10bet images for long term, license-free, use in application – saving the client both money and time.

So not just one, but three different aspects of a rebranding project the jury chose to reward for smart thinking and clever execution.

Project Team

Creative Directors: Garry Blackburn and Simon Elliott
Designers: Remi Mortimer, Yafet Bisrat, Abbie Edis
Project Manager: Joanna Waclawski
Client: 10bet (10bet.co.uk)
CMO: Roy Meckenzie
Head of UI: Eitan Cohen
UI designer: Yoad Nave