First, we collaboratively developed the brand foundations with the extended global team, collecting their thoughts with in-depth questionnaires and micro-workshops.
From the foundations, we ideated different tones and visual styles until we landed on something that resonated. For the logo, we explored different sports emblem style concepts that gave the business a team-like feel. The iteration of these concepts culminated in a sharp, powerful yet approachable design that included both a wordmark and iconography.
After numerous refinements to make every part pixel perfect, we produced all the key elements to make up the construct of the Sports Betting brand.
The result of our efforts was a solid brand guide and visual identity pack that not only provided the correct application guidelines, but highlighted the brand’s value proposition and market influence.