The brand we inherited
Betsafe had lost its way in the rush to launch in many new markets. The original spirit of the brand had been diluted, but there were a few people around the company who remembered its glory days, and wanted to return the brand to its original status. We needed to rekindle some love for this neglected brand, which had gone from being an edgy, extreme sports experience brand, to being non-descript and middle-of-the-road.
Our ambition for the Betsafe brand
Betsafe may have lost its way, but there was still a tremendous amount of love out there among the diehard fans, and we were determined to get back to the roots of this iconic brand.
Brand workshop presentation
We pushed hard to get the focus back on track. It was a surprisingly hard sell. A lot of people had invested time and money in the current direction, and were reluctant to admit they could be wrong...
New Betsafe positioning moodboard
We re-imagined Betsafe as a guerilla brand, operating at the shady boundaries of what was considered acceptable. We needed to attract the daredevils out there, and we were not going to do that by sponsoring second-rate English football teams, or courting British tabloid celebrity endorsements.
We began by sketching some TVC treatments to demonstrate the power of action footage and branding, to lift Betsafe back to where it belongs.
New brandbook explaining the Betsafe DNA
We created a new brand book to capture the essence of what we felt had been lost, and to explore the tonality and personality that we wanted to build.
New Betsafe image style
Each page of the brand book explored an aspect of the brand which we felt needed a new focus and definition.
We also created a new photographic style to capture the visceral coolness and stripped down power of the brand, together with photographer Johan Annerfelt. We called this new visual style 'The Zone', and it was all about details, camera eyelines and attitude.
Powerful images which captured the viewers attention and held it would be key to regaining our brand mojo.
Betsafe poker tournament teaser video
We re-introduced a spirit of edgy fun and excitement into the brand, with global creative concepts for poker and eSports.
Betsafe TVCs and OLVs
We got the chance to really bring the new brand to life with these videos we created for Betsafe's launch into Canada. The iconic desaturated graphic style and cool visual imagery are here, as is the inspiring tone of voice.