ESPN Bet
Developed high-impact branded assets in collaboration with ESPN on-air talent to drive audience engagement and strengthen brand credibility across digital platforms.
Led the creative execution of new user acquisition campaigns and co-branded promotional graphics with major sports properties including the NHL, Washington Wizards, and Chicago Bears. Designed with clear performance intent—aligning visuals to campaign objectives, audience behaviour, and platform best practices to elevate brand perception, increase conversions, and deliver measurable marketing value.
Designed promotional assets to convert viewers into players through a high-performance visual system. I developed a modular design framework that allowed our team to lead with the offer while maintaining the flexibility to swap sports-specific imagery and ESPN talent instantaneously.
Typographic Impact
Anchored each composition with the "Bet $10, Get $100" offer, utilizing heavy weights and high-contrast brand teal to ensure the value proposition was readable in under a second within high-velocity social feeds.
Component-Based Scalability
Built layouts as modular components in Figma, creating a rapid-pivot workflow that allowed for instant switches between league-specific gear and talent roster changes without rebuilding core assets.
Frictionless Hierarchy
Placed every element—from mandatory disclaimer text to partner branding—to support a clear path to the CTA, maintaining brand authority while hitting aggressive registration targets.
A/B Testing
Executed extensive multivariate testing to optimize performance creative. These tests analyzed user engagement across variables like device inclusion, sports-specific elements, and diverse talent pairings. These data-driven insights allowed us to adapt our creative strategy to produce graphics that resonate more deeply with our users' preferences.
I worked with the NHL to create a range of social promos and motion graphics for arena boards used throughout the regular season and the Stanley Cup Playoffs. The goal was to capture the game's energy while making sure the "how to bet" message stayed clear, even in the fast-paced environment of a live broadcast or a hockey arena.
Streamlined Brand Marriage
I managed the balance between ESPN's clean editorial style and the NHL's official assets. The result was a seamless look that helped fans move from watching the game to placing a bet without any visual friction.
Playoff Intensity
For the postseason, I updated the visual system to feel more aggressive. I integrated team-specific colors and official playoff branding to make the offers feel more personal to local fanbases during high-stakes games.
Designed for Motion
I developed specialized layouts for arena LED boards. These required a unique approach to typography and spacing to ensure the brand and the offers remained legible while scrolling or pulsing across the rink-side displays.
A curated selection of in-app and social promotional campaigns, showcasing a range of high-impact, conversion-focused creative developed to drive engagement and user acquisition.
