Fuelling Fandom; Rebranding a Kiwi icon.

The Why: Purpose and reason for the project

The TAB has been a Kiwi icon for over 70 years. Initially established by the government to regulate betting and protect the public from unregulated betting activity it has become an essential contributor to the growth of New Zealand sports. All TAB profits have been given back to kiwi sports codes, from horse racing to soccer and basketball, and are an integral part of the funding of our sporting communities. The TAB also fund responsible gambling education and support initiatives nationally.

But over the last 5 years, New Zealanders have been exposed to global betting platforms and have place hundreds of millions of dollars with offshore players. These offshore organisations do not return profits back to New Zealand sports communities, nor do they contribute to any Responsible Betting efforts – but they were rapidly reducing the TAB’s performance and contribution.

So entering a partnership with Entain, one of those global players, TAB established a partnership that would enable TAB to invest in re-platforming the app and website, redesigning the stores to better compete with global players and guarantee a financial commitment that our sports codes could rely on.

The investment was great, but the brand job to do was enormous – to change the public perceptions the TAB as brand was not a place for old guys wanting a punt on the races – but a brand to fuel the excitement of all sport.

The Idea: Strategy and concept

The Purpose we shaped was ‘To Power the prosperity of our local racing and sports communities’. The brand strategy was centered around the territory of ‘Celebration’ - sport and fandom brings people of all ages, gender and cultures together to celebrate their code, team or athlete.

The brand promise was: Fuelling fans’ love of racing & sport - in all its glory. Because we know from research we had undertaken that ‘betting’ elevates the fan experience.We then framed up the brand values as a manifesto: We love how placing a bet lifts the thrill in the game. We back our fan, racing and sport communities to thrive in Aotearoa and across the globe. We’re in it together - with the fans and for the fans.

The Design: Design expression and execution

Built around a passion for New Zealand, a love of sports and racing, the entertainment and celebration of betting and winning, whether on your own, or enjoying it with friends and family.

An inclusive brand that builds on a great legacy, forging a new way forward.

The brand identity will reframe Kiwi’s perceptions of the TAB.

The new digital first brand identity is confident, strong and delivers greater standout by dialling up the passion behind the sport. It had to be robust enough to create clarity in the tiniest touchpoints like new App through to screen & broadcast, and impactful enough to create cut-through in advertising, events and in crowded on-course & stadia environments. As one of New Zealand’s largest retail networks with over 450 outlets there was also a huge opportunity to signal the brand shift with bold signage and storefront design.

We retain the legacy dark blue and injected a powerful Red, a colour that had historically been associated with the brand.

We crafted and extra bold slanted san-serif for the wordmark to be modern and confident. The initial ‘T’ becomes a powerful shorthand for the brand. The cut-out from the ‘T’ adds a dynamic element and conveys energy and attitude. It can shift to reveal and sign-off the brand name and house campaign lines and descriptors. 

This triangle also forms the brand’s signature mesh pattern which is the core of a dynamic motion system that, in its movement, evokes the energy of the crowd and the celebrations of the fans - banners, crowd waves, constant excitement.

What Elevates the Work: Social, cultural, sustainable, or other aspects

The project is serving to ensure the survival of a legacy New Zealand institution that funds responsible betting initiatives nationally and contributes millions to New Zealand sporting bodies. Without the TAB, New Zealanders will be choose to bet with offshore unregulated betting platforms who contribute nothing back to our community.