William Hill

To define the future, we looked back. At what had made William Hill part of the sporting establishment. Working with the senior leadership team, we identified a tone and visual identity that would help them stand out in feed after feed of noise, distilled into one vision: William Hill, The Modern Voice of Authority in Sport.

We turned months of creative development into a content playbook, giving the internal team and agency partners a shared toolkit for content across William Hill's digital ecosystem. We reinvigorated the brand's existing visual elements into a modern editorial language with flexibility built into every template: creating a house style for motion graphics, lower thirds, transitions and subtitles.

With the visual language, tone and content strategy in place, the next step was building branded content franchises that gave William Hill a genuine role in sport culture.

Up Front with Simon Jordan launched as the flagship show, with Cravens consulting on its visual identity, motion graphics, marketing and talent photography, all codified in a playbook for the production partner. It became the most watched and listened-to sports podcast in the UK, backed by an ATL campaign across London Tube OOH and national press. We've since developed the treatment for its follow-up, Three Up Front, with Troy Deeny and Graeme Souness joining Simon.

Inside Track followed the same model for horse racing: host Kate Tracey and The Winners Enclosure's James Mackie joined by a special guest each week in the run-up to the Cheltenham Festival.