Long may we play

TAB has been a ‘home ground’ of sorts for Aussies for decades, whether that’s at the track, watching a game, on the app or at the venue. Extensive strategic development driven by customer insights has seen us develop ‘Long may we play’, a consumer facing proposition that  celebrates TAB’s integral position in the lives of Australians.

Building on the platform of ‘Long may we play’, the brand identity depicts the sporting arena and owns the ‘field of play’. It seamlessly integrates all the sporting codes under the same design system, providing a unified platform. Every touchpoint, from customer communications, to user interface and experience design works together to create a dynamic brand that is progressive and exciting.

Studio: M&C Saatchi
Photography: Ian Butterworth