Australian lottery and betting company Tatts Group unveiled a new brand for its betting services today. Currently known as TattsBet, they are about to be rebranded under the new name "Ubet". The brand identtiy was developed by Sydney-based design agency Hulsbosch, who also created a new corporate identity for Tatts Group a few months ago.
The rebrand was preceded by months of research both internationally and internally to determine that the company needed a new identity. The name "Ubet" is described as both a colloquial Australian term as well as active and affirmative. The logo features a "flash" device that makes it distinctive and captures the essence of the brand.
The new identity will be rolled out in early 2015.
A nice rebrand video:
A press release from Hulsbosch:
Thursday 27th November, 2014: Sydney: Tatts Group, Australia’s largest provider of wagering, lotteries and gaming products and services, today unveiled its new wagering brand identity by leading branding and design agency, Hulsbosch. The new name and visual masterbrand – UBET – will be launched in early 2015 across all customer touch points and communications channels.
The rebrand represents a monumental step change for the wagering operator, as the business undergoes a transformation to reclaim its leadership position in one of the country’s most highly competitive consumer sectors.
Currently known as TattsBet, it is one of the country’s largest sports and race betting providers with more than 1,400 retail outlets across Queensland, South Australia, Tasmania and Northern Territory, as well as a national presence through online, mobile app and phone services.
UBET, as a singular masterbrand will unify all brand communications and touch points across the wagering business as well as developing a clear and consistent market presence.
The comprehensive and strategic repositioning has been more than 12 months in the making to create the consolidated brand identity.
Hulsbosch and the Tatts Group marketing team undertook a significant research project to understand the perceptions of current customers, other punters, Tatts Group staff as well as looking at the wagering marketplace both at home and abroad.
Qualitative research conducted by Hulsbosch, critically informed the strategy outcomes. Real punters contributed to focus groups across Queensland, NSW, Victoria and South Australia with a national online study providing knowledge on customer usage and attitudes.
Hulsbosch produced an extensive international best-practice study in wagering within the UK, Canada and France. However essential information was discovered from the 800+ Tatts Group staff members and completion of an extensive online survey; and workshops were also completed with Tatts Group staff.
It was revealed a fresh approach for the category was required to maintain the brand’s high awareness levels, market competition and overcome a misaligned brand structure across offline and online channels.
CEO and Managing Director, Robbie Cooke said: “We simply had to evolve as a business, so it made sense that our identity evolve with us. This allows us to re-launch with a new, unified, national brand that is more reflective of who we are.
“For our loyal customers, we are driven to deliver an exhilarating betting experience at every level; at the racetrack, in pubs and clubs, and through all our communication.
“The result is something we can be proud of. It is reflective of our customer-focused approach, putting them at the heart of what we do.
“We’re rallying behind a masterbrand strategy that positions our entire business and stands out as a powerful and enduring stamp that sets us apart from our competitors. We believe the new positioning, name and identity are key contributors to our wagering business evolution and sets a strong framework for the future.”
Executive Creative Director of Hulsbosch, Hans Hulsbosch said: “The UBET logo captures the spirit of the business and is the unique recognisable symbol of the brand. It is a dynamic, bold word mark – specially created for UBET. The short and sharp name and logo puts the customer at the heart of the experience. We have put the ‘you’ in betting.
“Celebrating a colloquial Australian term, the UBET name is also an active and confident affirmation that can deliver to and beyond expectations. A familiar and positive ‘of course’ statement. The creative device that breaks through the word mark is the distinctive ‘flash’.”
The UBET identity will be rolled out from early 2015 with a national, multi-channel advertising campaign. Primary brand executions will be applied in retail at standalone agencies, pub and club franchise outlets, digital channels as well as corporate and marketing collateral, merchandise and team uniforms.