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The Football Pools targets a younger audience with 'It’s all to play for' brand identity

By Gillian West | Social media manager



Football article

November 24, 2014 | 2 min read

The Football Pools has turned to SomeOne to help it relaunch with a refreshed brand identity.

Formed in 2007 with Littlewoods, Vernons and Zetters, the most famous pools companies in the UK, coming together under Sportech the Football Pools has faced a declining core audience over recent years as players habits have changed with many now gambling on lotteries, poker or online.

Tasked with reigniting passion for 'The Pools' and helping the brand connect with a younger audience, SomeOne’s first recommendation was to align the organisation around a guiding core essence – ‘It’s all to play for’.

"The chance to develop the world’s oldest football gaming company was naturally very exciting for us," explained SomeOne co-founder David Law.

"We focussed all our attention on making The Football Pools more relevant for today’s player, while not losing the goodwill and feeling towards the Pools built over the last 91 years."

‘It’s all to play for’ aims to encapsulate the experience of playing the pools as well as set a standard for the organisation. A ‘digital first’ approach was taken for the identity with the brand icon now referencing football and an extended brand world making use of a goal net property that can serve as a background or as a more active way to contain photography or hosted content.

The identity has also been applied to printed communications and direct mail.

Conleth Byrne, managing director of the Football Pools, deemed the branding “outstanding and contemporary” adding that it is underpinned “with a rock solid strategy good enough to take us into the next phase of The Football Pools”.

ThoughtWorks in Pune, India, is developing the Football Pools online experience which is currently undergoing an extensive root and branch digital restructuring to move the customer experience to a truly responsive one and fit for any device.

Football Someone Sport

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