bwin is one of Europe’s leading online betting brands and is synonymous with sports. It has leading positions in several markets including Germany, Belgium, France, Italy, and Spain. 

I took the role of a brand guardian and worked as a link between design teams and a newly created brand department. I was responsible for the re-design and implementation of core marketing communications and approvals of rebranded visuals.

Identity Rollout


CRM Automation

Part of a rebrand was to optimise interdepartmental performance and streamline the brief-to-execution process. The ultimate goal was to shift more responsibility to the CRM team without compromising on design quality, allowing them for an instant response during or before crucial sports events. The solution was a series of pre-designed templates with editable content and various layouts to choose from.

Part of my role was to establish a research-based approach to design. Aside from heatmaps and various analytics, AB testing was introduced as a tool for further explication of user behavior and conversion dynamics. I designed a modulated campaign landing page that aimed at examining various cross-sale mechanics.

The homepage contains campaign-led promotional artworks and other continuous promotions and features. The goal was to analyse user behaviour and establish the optimal UI patterns.

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