The consultancy was appointed directly to the work before Christmas 2010, according to account director Chris Pasche. Design House is brand guardian for Ladbrokes and also worked on the identity for the Ladbrokes World Darts Championships.
Design House was briefed to create an identity that would fit within the existing Ladbrokes identity system, also developed by the consultancy, but also be impactful and versatile. Peter Dobie, creative director at Design House, says, ’Our design solution emphasises the Ladbrokes brand’s sporting credentials.’
The identity will be used on a number of applications including press ads, online ads, promotional items and event dressing. The tournament will also be broadcast on the BBC.