Creative Solutions for the Fast-Moving Gambling Industry
The small creative team took Fubo Sportsbook’s branding from ground zero all the way to being ready for product launch.
Chicago, IL
2021
Sports Betting
~50
Challenge
Fubo acquired a small sports betting platform that they wanted to implement into their streaming service. The problem you may ask? The existing brand, voice, and visual identity of the betting platform was entirely distinct from Fubo's established style, tone, and user expectations.
As one of the newly hired designers, I joined a small creative team tasked with rebranding from the ground up but not just updating logos and colors. We were rethinking how the new brand looked, felt, and communicated within the larger ecosystem. This meant starting with zero established guidelines for the brand integration, conducting user and market research to understand both audiences, and rapidly iterating on concepts that would meet high stakeholder expectations while preserving the platform’s core functionality.
The challenge was as much about alignment as it was about design: blending two distinct brand worlds, meeting strict deadlines, and ensuring the final product felt native to the TV service without alienating the existing betting audience.
Process
Research & Analysis: We began by diving deep into both competitive analysis and audience research. I reviewed leading sports betting and streaming platforms to identify successful UX patterns, visual trends, and gaps in the market. In parallel, we analyzed internal user demographics to understand the crossover between the betting audience and the streaming service’s subscribers. This dual perspective shaped our approach that ensured the rebrand spoke to existing users while attracting new ones.
Initial Brand Build-Out: With no pre-existing style guide for the integrated platform, we developed a fresh visual identity from scratch. This included typography, color palettes, iconography, and layout systems that reflected the streaming service’s brand DNA while maintaining a distinctive edge for the sports betting experience. Early concepts explored multiple creative directions, balancing brand alignment with bold, sports-driven energy.
Iteration & Prototyping: After narrowing down the strongest creative direction, I created high-fidelity prototypes that demonstrated how the new look and feel would work in key use cases. This stage involved rapid feedback loops: testing layouts, refining visual hierarchy, and ensuring accessibility across platforms. Multiple iterations were presented to internal stakeholders for review and alignment.
Stakeholder Presentation: Our small creative team regularly presented progress to senior leadership, showcasing the design evolution and justifying decisions with user insights and competitor benchmarking. These sessions ensured buy-in from marketing, product, and brand teams, and kept the project aligned with business objectives.
Full Roll Out Across Mediums: Once approved, we rolled out the rebrand across every touchpoint:
Digital: Social media (paid and organic campaigns), platform UI assets, and website landing pages.
Partnerships: Co-branded materials for cross-promotions.
Live Events: On-site displays, banners, and experiential elements that brought the brand to life in physical spaces.
This multi-channel launch ensured the rebrand had a consistent, high-impact presence wherever users interacted with the platform.
Conclusion - Fubo Sportsbook
Although the product itself did not move forward, the experience was invaluable as this was my first role as an in-house designer in a startup environment. It allowed me to collaborate closely with a team, manage multiple high-pressure deadlines, and develop a complete brand identity from the ground up. Along the way, I strengthened both my technical skills and soft skills, including communication, adaptability, problem solving, and project ownership. These lessons not only shaped me into a more versatile and confident designer but also prepared me to take on larger, more complex projects in the future with greater creativity and impact.
Other Assets
The team was transitioned over to the parent company FuboTV to help with their design. On this team, I was tasked with working on the paid & organic social, in-app events, display ads, and email banners. Below are some of those assets.
"From a production standpoint, Joey is able to produce a high volume of design assets very quickly, with each asset adhering to its proper template and brand standard. This ability helped enable our marketing team to reach its very ambitious sales goals quarter over quarter.
Beyond that, Joey is a strong conceptual designer. He contributed to a full rebrand of an important FuboTV product, armed with nothing more than a few bullet points of strategy and competitive research. He created multiple design options that helped propel the project and brand forward."
David Patrikios
VP, Creative | FuboTV