Turning brand strategy into a winning playbook

FOX Bet Super6

Creating a new visual language

To create a stronger connection with football fans and give
the brand a scalable and flexible design system

Our Playbook

The inspiration for our rebranding initiative is deeply rooted in the essence of American Football. This sport fundamentally hinges on the strategic use of a playbook to orchestrate the next move. We've reimagined and refined the visual elements that coaches regularly employ, infusing them with a sleek and sophisticated flair, while still preserving their original spirit.

X & O

To enhance Fox Bet's existing visual brand identity, we aimed to maintain its core branding elements while developing a key visual or a series of visuals. This approach is designed to elevate the brand's iconicity and recognizability, especially during live broadcasts by Fox Sports and across the brand's social media channels.

I developed a dynamic visual system centered around a versatile grid featuring Xs & Os, along with additional elements to enhance its impact. This design direction was chosen as the brand sought to integrate these elements with visuals that previously lacked a sense of power, strength, and intensity. Addressing these aspects was a key focus in the brand's new strategy.

Big things have
small beginins

A dynamic grid designed for versatility, capable of contracting or expanding to fit the available space. This grid maintains consistent uniformity and a balanced relationship between its elements and the surrounding area. It offers exceptional control, enabling playful variations across different sections. Elements within the grid can be enlarged and their colors altered to yellow or blue, adding a creative touch.