TAB
MAUD, 2023
TAB is woven into the fabric of Australian sporting culture. For generations it has been the place Australians go to back their instincts, follow their teams and feel the particular electricity of having something riding on the result. No other betting platform carries that history. No other carries that trust.
But legacy without momentum becomes nostalgia. As the sports entertainment landscape grew more crowded and more competitive, TAB needed an identity capable of asserting its authority in a category it had invented, one that reflected not just where it had been, but the scale of where it was going.
The reimagining reframes TAB as something beyond a betting platform. A sports entertainment brand with genuine cultural weight. The new identity elevates its stature without abandoning its roots, bringing a boldness and presence that can hold its own in a category increasingly defined by aggressive new entrants with none of TAB's depth or credibility..
In collaboration with photographer Ian Butterworth, we created an image library that distilled the raw intensity and visceral emotion related to high-performance sports.
These visuals were amplified by bold, kinetic typography that channelled the pulse and exhilaration of competitive sport.
Completed while Executive Creative Director at MAUD, alongside Tomas Sabbatucci and Gary corr.