Branding, Identity
About This Project

When I first joined in the spring of 2016, I was far from knowing that I would, weeks later, design the brand’s corporate identity or, years later, assume the leadership of an internal design team.

The brand’s initial chronology has some interesting facts, as it took its first steps side by side with the Portuguese Football Team, on its way to the title of European Champion.

The identity was born before that, through several internal proposals prepared by me, together with other proposals from various communication agencies. In the end, the brand’s launch strategy went through betting on the proposal I had elaborated (in the beginning still with the symbol as well), giving a simple and direct image, with the main ingredient of the sport present in the discreet lines of the logo.

After the identity, came the responsibility of leading the communication of the interface: the website becomes the gateway to the exciting universe of sports betting, with a daily offer of thousands of betting options. Providing users with a complete gaming experience through a distinct/strong but also young/dynamic brand was a goal accomplished on all scale.

The launch of the brand was a national success and contributed to the establishment of’s identity as the current leader in the online sports betting sector. The consistency of the brand’s communication today extends to a large set of channels and applications, where it is possible to see all the dedication of a design team in unfolding creative proposals and complex projects in the areas of UX, product design and branding.