BRADLEY METOYERFANDUEL


THE BREIF

With 12 million registered users, they are generating 40% more sports content consumption and 60% more users watching live games with their platform. In a time of hyper-growth, FanDuel partnered with Interbrand to rebrand with the purpose of developing stronger brand recognition and a unique voice among industry competitors, as well as launch their new venture in Casinos.

THE DELIVERABLES

A full rebrand of the core Fanduel brand and a separate but connected brand identity for their new casino venture.



THE IDEA:

THE PLAYERS HEARTBEAT

With awareness of semiotics in sports, casinos, and entertainment, the visual identity centers around  their North Star: Make every moment more. The brand’s new visual identity built on core equities, starting with an updated shield for better readability, paired with a new logotype that embodies the welcoming and approachable spirit that better represents their business. 

To communicate their new brand promise, the identity was born from the shield representing the heartbeat of sports fans and casino players alike. The journey of a whole game is wrought with ups and down, and tips and turns of gameplay. The brand conveys this journey through emotion and light, whether that be standing beneath the stadium lights or flooded with neon lights in Las Vegas. These distinct forms of light became notable parts of their graphic systems, creating unique icon sets and dynamic elements to accompany high-definition photography that is supercharged with movement and emotion. To befit these two separate categories of their business, a flexible typeface was implemented to rise to the occasion of high impact messaging appropriate for sports, and the radiant nightlife of casinos.

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