Playbook — Brand Identity & Launch

Led the brand development, creative direction and launch strategy for Playbook, an AI-powered sports product that helps users discover picks and build betslips.

I led the design development of the logo, visual identity and launch assets, establishing how the brand would look, sound and communicate across channels.

Building the Brand

The challenge was to give a new AI product a recognizable identity and an approachable voice.

Working with the design team, I directed the development of the logo and visual language, connecting the identity with messaging that made Playbook’s purpose clear. That direction carried through launch assets, social profiles and campaign creative.

The Impact

• 100K+ followers on X

• 1M+ bet slip clicks in a single day

  
  

Built a growing social audience while driving meaningful engagement with Playbook's betting experience, connecting creative storytelling with measurable product activity.

Your Next Bet Is One Tag Away

I shaped the product story around a simple action: tag Playbook on a pick and receive a ready-to-use betslip.

Bringing Playbook to Market

I led the launch approach across social, creator partnerships and paid campaigns, directing the messaging and design development of assets for each channel.

The launch creatives connected brand introduction with product education, showing audiences what Playbook could do and how to start using it.

International Launches

The launch expanded into the UK and Brazil, requiring messaging and content that reflected local audiences.

I led the localized marketing approach, adapting campaign creative and positioning while keeping the core identity consistent across markets.