We Maximise Spannung

Tipico are the largest sports betting company in Germany with a really strong connection to football including sponsorship of Bayern Munich Football Club. They are a household name because of this. Their consumer advertising and branding is quite dark, masculine and very much about the energy of the fans and the game.

 

For their Employer Brand they wanted to open up the feel of Tipico and make it more inclusive, so it can appeal to tech talent, women or people who may like sports but they aren’t hardcore football fans. In the brief there was a mandate to use their consumer tagline We maximise Spannung (which is about maximising the moments of excitement in the game). For our brand idea we wanted to treat Tipico like a TV production company behind a famous TV show.

 

The updated tagline (We Maximise Spanning in the world of sports betting) does this in quite a functional way and the design really expands the idea combining football fanzine graphics and above the line imagery with red - to capture moments of Spannung, adding strong sports inspired portraiture of staff members and topping it off with black and white behind the scenes imagery of people at work.

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My contribution: Creative direction across all assets including concept, design, photography and website.