Trusted Voices: Responsible Gaming Initiative
Built a scalable content system that made conversations around betting more accessible, translating a complex, sensitive topic into clear, trustworthy user-facing content.
Year
2024
Role
Senior Designer, Creative Lead
Scope
Brand identity and design system for a new external initiative
Website, one-sheets, digital ads, and social content
Cross-functional collaboration with responsible gaming, communications, and external partners
Challenge:
Shift the conversation around betting by making a sensitive, highly nuanced topic easier to understand and discuss, while building trust with a broad audience.
Approach:
Led the development of a standalone brand and content system designed for education, not promotion. Defined the visual language, messaging structure, and digital experience, removing gambling-associated cues to create a more neutral, credibility-driven experience.
Impact:
Established a trust-first brand presence that made conversations around betting more accessible and approachable, helping shift perception toward a more normalized, informed understanding.
Concept
I approached the work as education, not marketing, prioritizing clarity and credibility over brand expression.
Designed to stand independently from the core FanDuel brand to build credibility with external audiences.
Brand Foundation
The identity was intentionally minimal and restrained. Typography, color, and layout were designed to support readability and clarity, avoiding anything that felt overly designed or promotional.
System Across Touchpoints
The system was designed to scale across formats, from long-form web content to social and campaign assets. Each touchpoint maintained a consistent tone and structure, ensuring the information remained clear and accessible regardless of format.
Exploration
Early explorations focused on balancing approachability with credibility, removing visual cues that could feel overly branded or undermine trust.
