A new look for the Football Pools

SomeOne has looked to help “reignite passion” for The Football Pools, which is being pitched at a younger audience.

The Football Pools, initially known as The New Football Pools, formed in 2007 when Littlewoods, Vernons and Zetters – the three leading football pools brands – merged.

SomeOne executive creative director David Law says the brand had to connect with a new audience but also had to reconnect with the company’s workforce.

Law says: “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.”

A new proposition, It’s All to Play For, has been chosen to show “the unique experience” of playing the pools and also sets a standard for the organisation to work to, says Law.

SomeOne says it took a digital first approach to the identity in a bid to appeal to the younger audience more familiar with an app or on-screen programme guide.

The identity now features a football icon and elsewhere the hexagonal shapes found in a goal net have been applied as a background or a framing device for photography and other content.

Using Neo Sans as the digital typeface and applying an evening mode colour scheme helps enrich the identity says SomeOne.

A new responsive website is being developed by ThoughtWorks in Pune, India.

SomeOne has also designed printed communications and direct mail.

Latest articles

Portrait of young businessman giving presentation to colleagues. Young man showing new app design layout on white board to coworkers during business presentation.

Meetings that move people – How to practise

The time spent meeting and presenting to clients or clients-to-be is more valuable to consultancies than ever before. But are you making the most of yours? Following on from the first article on Preparation, John Scarrott, trainer and coach to design businesses, looks at the second ‘P’ of successful meetings and presentations: Practise.