Harrison Fraser

Creating brands,
creating places


Creating a multi-generational brand

  • Strategy
  • Identity
  • Print

When it comes to the gaming industry the odds are increasingly digital. A new generation of millennial consumers has fully embraced online gambling.

H:F was appointed by Coral to refresh the brand with an outlook that spoke to, and united, multi-generational players. Through our research we came to find whether betting on The Grand National, Premier League or E-sports, one thing players of all ages and backgrounds shared was the exhilarating anticipation before an event. Whether part of a ritual or a shared camaraderie in anticipation of a win, it brought players close to the heart of the action.

Our work for the heritage brand included a refreshed visual identity and visual communications guidelines. We also produced retail design guidelines and an engagement programme for Coral employees.