--- title: William Hill date: 2026-09-16T10:29:00+01:00 author: Cravens canonical_url: "https://cravens.co.uk/work/william-hill" section: Case studies --- Case study # William Hill - Brand Identity - Content Strategy - Social - Sport Sports betting socials are a crowded, noisy place. William Hill wanted content that added to the culture around sport, not more of the same topics and memes. Fuelling debate with real insight, big-hitting interviews and expert discussion. ![Cravens WILLIAM HILL Case Study HERO THUMBNAIL 3](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/caseStudies/allwyn-2/Cravens_WILLIAM_HILL_CaseStudy_HERO_THUMBNAIL_3.png?bossToken=936c0f00980df4b0b8f0e000285960d06bcb74ea8722e13601577e869b136cd8) ![Cravens WILLIAM HILL Case Study HERO THUMBNAIL 3](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/caseStudies/allwyn-2/Cravens_WILLIAM_HILL_CaseStudy_HERO_THUMBNAIL_3.png?bossToken=936c0f00980df4b0b8f0e000285960d06bcb74ea8722e13601577e869b136cd8) ## Finding the heart 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.** ![](https://img.imageboss.me/cravens/width/1920/quality:80,format:webp/production/uploads-polymedia-sidecars/7c3480be-1e89-44c4-816b-807226e8fca5/william-hill-showcase-2-v1-poster-91371891.jpg?bossToken=1a40aa0d777f204844407ce4c94576e5cb3189ce906344b921d6cae13c80b130) ![Cravens William Hill Landscape 004](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/allwyn-2/Cravens_WilliamHill_Landscape_004.png?bossToken=c9fa1a25c5be85c7ca4daa8f4d1adfc5008cf8661f981bff31012d948fc0d4d0) ![Cravens William Hill Landscape 004](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/caseStudies/allwyn-2/Cravens_WilliamHill_Landscape_004.png?bossToken=8c0e7bd831c816723b10553408a275731af1557e0402b821c4d06fb40bb63b4f) ![Cravens William Hill Landscape 002](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/allwyn-2/Cravens_WilliamHill_Landscape_002.png?bossToken=fa68504b251a463f51952ceef68cb7341c83b303b090e9225ea5be5cad133f2e) ![Cravens William Hill Landscape 002](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/caseStudies/allwyn-2/Cravens_WilliamHill_Landscape_002.png?bossToken=e2e52ff4692cda39039d776aa947640c96511f080cd49878e48002378c606c41) ## Giving it bite 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. ![Cravens William Hill Landscape 001](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/allwyn-2/Cravens_WilliamHill_Landscape_001.png?bossToken=d3b897feef981edcfc2da8c5c1c0bc21507d70580423d0b1fdc8a1ea4471ac25) ![Cravens William Hill Landscape 001](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/caseStudies/allwyn-2/Cravens_WilliamHill_Landscape_001.png?bossToken=0a364298d6a2a78784b8b2be53abdeaa2b230f45cc32926b9faab7591203b028) ![](https://img.imageboss.me/cravens/width/1920/quality:80,format:webp/production/uploads-polymedia-sidecars/db3aa5de-2b67-4d89-87e8-f9d96d9b0a2a/tickertape-loop-v1-poster-3803b9f8.jpg?bossToken=f6c21f936d7ec7b89431048541307d6dea2a0833f35465434044b9a9c305df4a) ![Cravens William Hill Landscape 003](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/allwyn-2/Cravens_WilliamHill_Landscape_003.png?bossToken=eb88aeb179595a8f6091f8e7962fb4d3d6af13c93b4dd2bfe6a60e3432e527aa) ![Cravens William Hill Landscape 003](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/caseStudies/allwyn-2/Cravens_WilliamHill_Landscape_003.png?bossToken=97a20f7cf36380f30294d3ab77ffb7ff5162f6882253b72b66f44a2b25fb602c) ![](https://img.imageboss.me/cravens/width/1920/quality:80,format:webp/production/uploads-polymedia-sidecars/c090d53f-787b-4363-9eb5-98562859c312/william-hill-inside-track-intro-16-9-1-v1-poster-8e14260e.jpg?bossToken=f85b5a0ce09f895ad25116622ef4db920afd094b61f2dffb5a777154ad546a4e) ## Powering aligment 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. ![](https://img.imageboss.me/cravens/width/1920/quality:80,format:webp/production/uploads-polymedia-sidecars/22a2761d-511e-466e-8787-9cd9c20f25f3/upfront-collage-1-v1-poster-e2e6d550.jpg?bossToken=09235b4c415cac285d11f16bbe9047b3084eca96eb59e87c6c852b01a8b90096) ![](https://img.imageboss.me/cravens/width/1920/quality:80,format:webp/production/uploads-polymedia-sidecars/d5df45fe-cc41-489f-a476-58ab2b564394/three-upfront-collage-v1mp4-poster-15f62e36.jpg?bossToken=0514ac193aabbe8e37a74f0e286d1fc4edb727619de6f7e879bf158706db8de8) ![](https://img.imageboss.me/cravens/width/1920/quality:80,format:webp/production/uploads-polymedia-sidecars/3a079632-fce3-486c-953f-b3e7a81d1149/wh-three-upfront-logo-gold-3-v1-poster-23d87628.jpg?bossToken=ca830489c1abbc7f3df4ce4a7a87b6ff01f62e2e91722a8edd072d5932da5027) ## Case studies - [British Triathlon](https://cravens.co.uk/work/british-triathlon) Brand Strategy Brand Identity Sport Communities - [FIM E-Xplorer World Cup](https://cravens.co.uk/work/fim-e-xplorer-world-cup) Sport Brand Identity Film & Motion Live Experiences - [British Cycling Membership](https://cravens.co.uk/work/british-cycling-membership-campaign) Sport Campaigns Social Communities - [Sir Bobby Robson Foundation](https://cravens.co.uk/work/allwyn-2) Brand Strategy Brand Identity Film & Motion Communities - [Takk](https://cravens.co.uk/work/takk) Brand Identity Brand Strategy Consumer Brands - [Rugby League World Cup](https://cravens.co.uk/work/rugby-league-world-cup-2021) Brand Strategy Sport Campaigns Live Experiences - [Grosvenor Casinos](https://cravens.co.uk/work/grosvenor) Brand Strategy Campaigns Entertainment & Gaming Brand Identity - [Parkdean Resorts](https://cravens.co.uk/work/parkdean-resorts-hhinfa-campaign) Campaigns Film & Motion Travel & Tourism Leisure & Hospitality