TAB
As lead copy consultant, I helped reshape TAB’s brand narrative as it entered a major partnership with global operator Entain. Working closely with the ThoughtFull team, we repositioned TAB from a legacy betting provider to a brand that celebrates the energy of sport and fuels the prosperity of New Zealand’s sporting communities.
The work involved brand purpose development, narrative architecture, tone of voice, and the creation of a new brand manifesto that reflected TAB’s role in supporting responsible betting and returning profits back into local sport.
