- Brand Identity
- Campaign Design
You’ve been Toal’d!
Toals Bookmakers is a family run business which was established in 1932. The first branch was opened in Ballymena, Co. Antrim and since then the company has progressed rapidly in size and reputation; they currently have 50 recently modernised branches located throughout every county within Northern Ireland. They maintain their relationship with local communities and supporting local sports, they are the main sponsors of Irish league champions Crusaders FC.
Toals Bookmakers were early adopters of digital and have worked hard in perfecting the processes over the years. With the popularity of online betting on the rise they required a branding partner to develop their identity for this new platform.
We were successful in the pitching process and awarded the branding contract following numerous meetings and focus groups set up by the senior team at Toals Bookmakers in their newly refurbished Belfast Headquarters. The first actionable point was the name change. Toalsbet.com would be the new online direction for Toals Bookmakers with the ambition to roll the new naming across all future endeavours.
We visualised a coin drop concept into the DOT in toaslbet.com which stands out in the overall word mark. The logo is a playful, lowercase identity that captures the fun and personality of the brand. Paired with a cheeky tone of voice throughout the campaigns and graphic design we re-set the brands communications for the modern digital customer. The new brand identity is noticeable across Northern Ireland’s most iconic stadiums and football jerseys, not to mention the advertising at the National Stadium (Formerly Windsor Park) and of course on the Crusader’s FC home and away kit.