Description:

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.

To convince New Zealanders that TAB was just as good as offshore platforms, awe shaped a new confident and progressive brand alongside a re-platformed app and website and investment back into the local horse racing industry was needed.

The brand strategy 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 - because we know ‘betting’ elevates the fan experience.