Harrison Fraser

Creating brands,
creating places


The nation's favourite

  • Strategy
  • Identity
  • Print

In the world of betting, Ladbrokes is a British institution.

The nation’s favourite bookmaker when it comes to big events, from the Grand National to the FA Cup, their infectious enthusiasm and love of the game are undeniable. However as demand for online gaming continues to grow, the brand faces ever stiffer competition for the hearts and minds of consumers.

H:F first worked with Ladbrokes during their merger with UK competitor Coral. We advised the business on the post-merger brand architecture and positioning for Ladbrokes and Coral, both of which remained as distinct brands under the Ladbrokes-Coral parent company.

Following the successful merger we developed the new Ladbrokes brand proposition in detail, clearly separating its positioning, personality and tone of voice from Coral and other gaming competitors. We also updated the visual identity and communications guidelines for their high street and online presence.