Betfair Casino Rebrand and templates

The Betfair Rebranding Project focused on delivering a cohesive, global rebrand for Betfair’s gaming verticals, including its Casino. As Creative Manager, I supported the alignment of each division’s unique attributes—thrill, excitement, strategy—with Betfair’s Sport and institutional brand identity. I led the delivery of the brand book and guidelines for the Gaming division, collaborating with the Dixon Baxi brand agency to create adaptable guidelines for acquisition and retention channels. Through workshops, research, and testing, we addressed pain points in the previous brand, offering a fresh, cohesive identity. The final assets were crafted in Adobe Creative Suite, Maya 3D, and HTML/Javascript. The rebrand strengthened Betfair’s connection with its audience and expanded its appeal, addressing prior design pain points and delivering a vibrant, modern look.