To communicate their new brand promise, the identity was born from the shield representing the heartbeat of all players, sports fans and casino players alike. The journey of a whole game is wrought with ups and downs, and the tips and turns of riveting gameplay. The brand conveys this journey through emotion and light, whether that be standing beneath the stadium lights or flooded with Las Vegas neon lights. These distinct forms of light become notable parts of their graphic systems as graphic elements for a world of dynamic movement and supercharged emotion. To befit these two separate business categories, a flexible typeface rises to the occasion with high impact messaging appropriate for sports, and the radiant nightlife of casinos.
In working closely with the FanDuel design team, we solved tactical issues in color and consistency across their brand verticals, but also delivered a visual identity imbued with authenticity and excitement that people can trust.
Project
Role
ECD
Design director
Senior Designer
Motion
Strategy, Verbal
Client management
Brand identity
Senior Designer
Mike Knaggs
Nicola Costanzo
Rory Montgomery, Daniel Frumhoff
Lorin Schaecher
Deanna Amann, Wilson Taylor
Hanna Kubat
Gold, Best Consumer Brand Evolution