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BetBright are a UK focused betting start-up, having started in 2012. They are based in Dublin.

The Role

I was Creative Lead in my time with BetBright, responsible for the creative output for the BetBright brand in all of it’s many guises. That included Brand Strategy, Creative Direction, Tone of Voice, ensuring a unified Visual Identity – it was never dull!


The strategy

From the outset I was tasked with identifying a brand position for BetBright – no easy task given the competitive and crowded betting industry.

Looking in detail at competitor behaviour and the emotive drivers influencing the target audience, I presented a Brand Strategy document identifying a Brand Position and initial Creative Direction for the brand.

In my time with BetBright we managed to evolve this positioning across all the company comms - both internally and externally, and it helped to establish the company's identity as it's continued to grow. I'm happy to discuss this positioning in more detail in person.


The Creative

The brand guidelines is one of the core pieces of work undertaken in my time with BetBright. It was the first in-depth guidelines document produced for the company and it covered a wide section of the business. As always with guidelines they are living documents and are constantly evolving - but hopefully they give an insight into how I managed to progress the brand over the 2 years with the company. For more click here.


The team

As Creative Lead I also managed a team of talented Designers, Copywriters and a TV Production/Social Media resource. This area in particular I really enjoyed - it allowed me the opportunity to introduce Hyper Island team dynamics to a team and to try and develop a strong team ethos. It was challenging, but rewarding – building a team delivering great work and helping to establish a strong team culture.


The Work

BetBright launched their first proper branded campaign in Q3 of 2015. The campaign was developed to work across all BetBright channels and introduce the new "GET ON" brand positioning for the first time.

The TV and Social Content developed for "GET ON" revolved around 4 "Superfans" identified from BetBright's 4 most popular sporting markets - Football, Horse Racing, Rugby and Darts.

This was much more than a traditional shoot - content was captured using the "Superfans" that would work in specifically targeted channels. Multiple social cutdown versions were produced for bespoke use, enabling the brand proposition to work in an effective manner across all channels.

The initial launch phase included with a targeted TV campaign across the UK market been supported by supported content on Twitter, Facebook and Instagram channels.

The above TV piece introduced the Brazilian Football Superfan "Desiree" for the first time.


The Social Channels in particular allowed the Creative Team to flex their Creative muscles - and in the fast moving reactive nature of Football news we managed to do some of our best work.


Below is a snapshot of some of the social output, from re-interpreting the popular "Making A Murderer" series with a Van Gaal twist, sorry Louis, to Brendan Rodgers hanging attempting to hang onto his job - we always tried to be as reactive and relevant to BetBright followers as possible, aiming to support the "GET ON" - Real Fans Only - positioning the brand had taken.