Australian gambling company, Tatts Group, has launched a new brand identity as part of a strategic repositioning project undertaken by Hulsbosch.

The new brand positioning aims to clearly communicate the Tatts Group brand as a leading global lottery, wagering and gaming conglomerate. Research conducted by Hulsbosch, revealed that a new level of disruption in the brand’s narrative was required to increase the awareness levels. In particular the need to elevate the Tatts Group corporate brand to a position that could communicate to the market they are a trusted provider of entertainment products and services.

Executive creative director, Hans Hulsbosch commented: “The new identity for Tatts is a key contributor to the Group’s business evolution and sets a strong framework for the future. The simple, clean, contemporary logo style is composed of two components: the top graphic known as ‘the star’ and the distinctive lettering ‘Tatts Group’. In addition the colour palette brings scale and boldness to the brand identity. I’m delighted that this transforming creative review represents the spirit of their values and is a unique recognisable symbol of their brand.“ 

Robbie Cooke, CEO, Tatts Group added: “Tatts is a leading Australian gambling group with a 130 year proud heritage. We are making changes across all facets of our business and our new corporate brand identity is symbolic in positioning the group for the future.”

The Tatts Group new brand identity will be implemented from mid-August with new national wagering and lottery identities’ to follow.

 

Credits:

Hans Hulsbosch, Executive Creative Director

Jaid Hulsbosch, Director

Linda Jukic, Creative Director

Belinda Hubball, Design Director

Julia Clyde, Account Director

Samantha Pang, Account Manager