A brand system & vision for DraftKings
When I joined DraftKings as a Senior Product Designer, my focus was on enhancing the brand experience of DK’s fantasy sports products. However, I quickly realized that the existing Brand System was outdated, creating confusion for both users and internal teams.
I initiated the effort to identify, define, and communicate these challenges to leadership and stakeholders across the organization, while also proposing a path forward. This resulted in the approval of a cross-functional project to develop a new Brand Architecture and Visual Identity System, aimed at improving organizational efficiency and allowing the growing family of products to differentiate and better connect with their unique audiences. This work is currently underway.
A problem well-defined is a problem half-solved
To fully grasp and address the issue, I interviewed stakeholders from Product, Marketing, Ops, and Brand to identify pain points. Collaborating with the Brand team, I led an audit of DK’s product and marketing ecosystem. It became clear that many of the organization’s challenges stemmed from the absence of a foundational Brand System.
Spreading the word
To align stakeholders on the root problems and propose a path forward, I went on a presentation tour. With leadership's buy-in secured, we kicked off the cross-functional “Brand System Project” in January 2024.
Logo system
The existing logo system was inconsistent, unclear and often led to undefined / unreadable executions both in marketing and product. We designed a streamlined, standardized system that performed across the full customer journey.
External vs. in-ecosystem
One area where the current logo system failed was in-ecosystem navigation. Using the “DCrown” worked for cases like the App Store, but in-ecosystem they didn’t communicate enough information. Taking a page out of Apple’s brand playbook, the updated logo system has app icons for both external (where the DK brand is primary) and in-ecosystem use (where the individual product is primary, and communicating the brand is unnecessary).
Sub-brand differentiation
DraftKing's growing number of sub-brands means a growing number of unique audiences. By presenting a unified brand through consistent use of logos, layout, and typography, the system now allows sub-brands greater flexibility in Color and Imagery. This enables sub-brands more ability to express themselves and connect with their audience, while still being distinctly DraftKings.
North Star: Unified Variety
‘Unified Variety’ is the ultimate vision for this system, inspired by Gretel’s CBS redesign.
Anchored by a few simple principles, this system allows us to create variety across the ecosystem while maintaining a distinct DraftKings identity.
By establishing a clearly defined Brand Architecture and Identity System, DK’s brand can become more expressive, flexible, scalable, and capable of telling a consistent, intentional story.
Built to last
The best plans are ineffective without proper process. To ensure speed and durability, we’re working to establishing a ‘Brand Experience’ team with cross-functional representatives. This team will unify stakeholders from siloed teams, streamlining efforts and avoiding delays caused by internal processes.
