FanDuel
Marketing Campaigns
FanDuel operates at the intersection of sports, data, and entertainment — and my work supported that mission through clear, dynamic design. I helped transform analytics, odds, and real-time sports moments into compelling visuals built for speed and scale. The project strengthened cross-team workflows and delivered assets that improved clarity, consistency, and engagement across FanDuel’s digital ecosystem.
Client
Fanduel
Services
Marketing & Strategy Design
Industries
Entertainment
Date
2020-2021
When I stepped into a leadership role, one of the most rewarding parts of my work was mentoring a team of four designers. Beyond managing projects, I focused on their personal growth—helping them set goals, build confidence, and navigate their careers. Two of them earned promotions during my time leading the team, which was one of my proudest moments. I made it a priority to stay connected through regular one-on-ones, team check-ins, and informal conversations so every designer felt seen, supported, and challenged. By building a culture of open feedback, trust, and recognition, our team was able to push creative boundaries and stay motivated through demanding projects. During this same period, I had the opportunity to design and art-direct FanDuel’s 2021 NFL marketing campaign. With no access to players or teams, I relied on texture, typography, and color to carry the storytelling. The campaign rolled out across multiple states on billboards, digital ads, and high-visibility placements, earning over 4 million impressions and increasing engagement by 30% year over year. I also helped define the creative direction for FanDuel’s Fantasy and Racing campaigns, establishing a consistent and compelling visual language tailored to each audience. A major part of this work involved collaborating closely with product managers and copy editors to ensure every asset was clear, on-brand, and user-focused. As our workload grew, I saw the need for more efficient systems, so I built scalable templates and frameworks that cut design time in half while making cross-team collaboration smoother and more creative.
Project Brief — FanDuel x NFL Marketing Campaign Overview As FanDuel entered an official partnership with the NFL, our creative team was tasked with developing a campaign that maximized the value of using the NFL shield—a highly recognizable symbol of trust, legacy, and legitimacy. Our goal was to design a multi-state marketing campaign that communicated credibility, elevated the entertainment experience, and attracted new users across sports betting, fantasy, and casual gaming products. Strategy Leveraging the NFL Partnership Because we had access to the NFL shield, a major priority was crafting a visual system that seamlessly connected FanDuel’s brand identity with the established trust and authority of the NFL. We focused on: Using the NFL shield as a trust signal, reinforcing FanDuel as the official, credible, and secure partner for football fans. Aligning with NFL brand recognition, tapping into a logo that customers already associated with authenticity and high-quality production. Building a creative system that felt premium, matching the polish of major sports broadcasts and NFL media. This alignment helped position FanDuel as a reliable and official extension of the football experience—not just another gaming platform. Creative Direction Visual Language Without access to players or team assets, our campaign relied heavily on pure design craft. We built a system around: Sleek, high-energy visuals inspired by video games and modern sports graphics—fast transitions, metallic textures, dynamic lighting, and bold typography. A premium entertainment vibe, creating the feeling of a big-stage NFL production even without player imagery. Strong color stories and textures that mirrored broadcast graphics and next-gen gaming aesthetics. The result was a visual identity that felt high-end, cinematic, and distinctly NFL, without leaning on traditional player-focused photography. Execution Cross-channel rollout included: Multi-state billboard campaigns Digital ads and paid social High-visibility placements across web, app, and OOH Fantasy + Racing campaign expansions using the same visual foundation Each deliverable reinforced the NFL partnership, the sleek entertainment tone, and the credibility behind the FanDuel brand. Impact The campaign successfully used the NFL partnership as a trust builder while elevating FanDuel’s brand image across multiple markets. Key outcomes included: 25% increase in new users across multiple states Significant lift in engagement due to the premium visuals and credible partnership alignment Strong cross-team adoption of the new visual system for future campaigns A repeatable design framework that maintained consistency while reducing production time