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

The Role

The role of Creative Lead is a broad one – I’m responsible for the creative output for the BetBright brand in all of it’s many guises. This can (and does) include Brand Strategy, Creative Direction, Tone of Voice, a unified Visual Identity – these are just some of the many areas that this role allows me to influence, and to date it’s been great to have an impact on a new brand and help shape it’s direction.


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.

I’m happy to discuss this in more detail in person.


The Creative

I could go on about how far we’ve managed to progress the creative in the past year but the proof is in the brand guidelines. This is the first   in-depth guidelines document produced for the company and it covers 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 far the brand has been developed over the past year. For more click here.


The team

In addition to this I manage a team of talented designers, Copywriters and a TV Production resource. This in particular is an area I really enjoy - it has allowed me the opportunity to introduce Hyper Island team dynamics to the team and to try and develop a strong team ethos. It’s challenging, but that’s what makes it rewarding – being part of a team striving to deliver great work and helping each other out along the way.