The Pools

Legendary Northern brand The Football Pools were considered the ‘original millionaire makers’, a brand with an incredible history but who had lost their way in the past few decades and had no relevance to younger audiences without a nostalgic connection, and who have a wealth of gambling and gaming brands to choose from

2023 marked their Centenary year, and as well as proudly looking back, the brand needed to find a way forward. This caused them to reinvent their offering with a more diverse selection of games designed to target more casual flutterers and those looking for fun vs more experienced gamblers – so still with the classic Football Pools game at their heart, they added Lotteries, Casino, Arcade and Free to Play games added to the mix.

To tell this new story and attract the next generation of players, The Football Pools needed a complete rebrand. Starting with a simpler, more inclusive name – The Pools – we created a fun, energetic and contemporary brand much more fitting for the modern player. With a fresh new logo that informed an entire visual system, we built new guidelines and brought the brand to life across a huge variety of executions, with the flexibility to tell different stories and cover every type of category and game from The Pools’ world.

The Pools have embraced the new brand in everything they do, and it continues to evolve and grow with their offering – marking the start of their next chapter and an ambitious, exciting second century.