Online betting exchange Betfair has been rebranded by us and our new digital offshoot SomeOneElse.

We refined the exiting identity before developing the identity and a BrandWorld based around the original ǃÚArrowsǃ٠used in the original branding ÇƒÓ we developed a rich brand world that is visually represented via a unique ǃÚpolygon systemǃÙ.

This BrandWorld ¨Üwill be used to unify the brand throughout transmedia applications.

The branding¨Üwill cover all of BetfairǃÙs communications to animate the brand and make it more ownable and effective on and offline.

Essentially we just wanted to make everything work better, be more cohesive and connective. The branding is now capable of adapting to new challenges.

The triangular brand world is a ǃÚmodular patternǃÙ, says SomeOne co-founder: Gary Holt, and allows for different images to be integrated and superimposed. ǃÚIt helps to get the hierarchy of messages right and will be tonal across background,ǃ٠he adds.

As Betfair is principally an online brand we have worked with SomeOneElse, our new digital consultancy, to develop the website and better express the values of ǃÚcommunity and statureǃÙ.

SomeOneElse¨Üis working closely with the Betfair team to create a visual layer consistent with any offline materials, but also to address the ǃÚbehaviourǃ٠of the brand.

This will be applied to the Betfair Casino product, which is being overhauled for a proposed July 2011 launch.

ǃÚThe Online experience is very static at the moment,ǃ٠says Warren Hutchinson, Creative Director of¨ÜSomeOneElse. ǃÚWeǃÙre trying to build the experience so people can see where the activity is and which games are being played the most.ǃÙ