The goal was to reintroduce the brand with a bold new identity, a compelling campaign, and a scalable design system that could unify every touchpoint across product, marketing, and media. To succeed, the relaunch had to signal both trust and excitement to new American players while maintaining the brand’s global credibility.
We began by redefining the brand narrative to reflect clarity, confidence, and approachability—establishing a tone that balanced the brand’s legacy with its new market ambitions.
I led the creation of a flexible design system, allowing our internal teams to generate consistent assets across paid media, organic content, CRM, and branded communications. We overhauled the visual identity, creating a distinctive look and feel that brought consistency to every customer touchpoint.
Equally important was integrating the campaign directly into the product. Working closely with UX and product teams, we applied the creative system to in-app promos, onboarding flows, and event experiences—ensuring the campaign delivered a cohesive feel from first impression to long-term engagement.
This was more than a marketing campaign—it was a brand ecosystem. Every channel, every asset, and every experience worked together to tell the same story with clarity and consistency. From YouTube pre-rolls to live tournament UIs, the user journey felt seamless and unmistakably PokerStars.
By building the system from the brand outward, we achieved a scalable, narrative-driven experience that could grow with the platform—and meet the expectations of both seasoned players and curious newcomers. The relaunch marked a confident new chapter for PokerStars in the U.S. market and showcased the power of design-led, omnichannel storytelling.
