Boyle Sports

The ask was to completely rebrand Ireland's largest independent bookmaker, Boyle Sports, into its new era with the aim of becoming a major force in the UK betting industry. The first task was to redesign their logo that will be placed as West Ham UFC’s front-of-shirt sponsor for the 2025/26 Premier League season. With that in mind, we conceptualised a new brand world from logo and signifier – A new design language and system that is built from an ownable brand signifier in the category – The Slash Odds. A graphic icon that reflects the concept of confident decisions – trusting what you know and having the conviction to act on it: from calling the final score to choosing when to play to building a career at Boyle Sports. From this, a brave and new future facing logo, an updated digital-first modern brand palette, with the slash icon at the heart of it – building clarity, trust and brand consistency.