DraftKings

As DraftKings expanded from fantasy sports into sportsbook, casino, NFT, and VIP offerings, the brand identity needed to scale with the business and support future growth. We developed a comprehensive brand system that built on DraftKings’ existing distinctive assets while introducing custom expressions to differentiate each vertical. Inspired by the brand’s ambition to be the most exciting and innovative place to play, the tilt of the crown became the foundational design inspiration — ensuring cohesion across offerings while allowing flexibility as the portfolio evolves.

credits

Group Design Director: Anne Brinich
Designers: Ruben Ramen, Jaclyn Caris