• Long May We Play

  • Long May We Play

  • Long May We Play

Turning Australia’s oldest bookmaker into it’s newset sports brand.

‘Long May We Play’ celebrates the role sport plays in the lives of Australians and it's ability to bring us together. Turning Australia's oldest wagering company into it's newest sport brand.

Fan Idents

Over 30 insight-driven idents were created collectively they demonstrated TAB’s understanding of the fan’s psyche.

Over 30 insight-driven idents were created collectively they demonstrated TAB’s understanding of the fan’s psyche.

Field of Play Design System

We redesigned TAB’s visual identity to put sport at the heart of the brand. The markings of sports fields became the grid that underpinned the entire design system.