VISUAL IDENTITY & DIGITAL/SOCIAL
FANDUEL: Play with a Plan
I created a scalable visual identity for FanDuel’s Play with a Plan, translating responsible gaming into a bold, approachable brand experience.
fanduel.com/playwithaplan
CHALLENGE
Reposition responsible gaming as an empowering experience, transforming tools and guidelines into a supportive brand expression that balances player autonomy with protection.
IMPACT
Established a distinctive, scalable identity that makes responsible play feel more accessible, reinforces trust, and integrates player wellbeing into the FanDuel experience.
APPROACH
Built a visual identity around “Always in Your Corner,” using an open-corner motif, bold typography, and FanDuel’s signature blue to create a cohesive, flexible design system.
CONCEPT
Play with a Plan is built around support, balance, and responsible play. The visual identity uses four open corners to suggest structure without confinement—creating clear boundaries that enable play rather than restrict. The open center reinforces player autonomy, while the corner elements act as points of stability and direction. Together, they communicate a system of support that helps players make informed, confident decisions without compromising freedom. The idea that the tools are “always in your corner” positions responsible gaming as a constant ally: present, reassuring, and supportive at every stage of play.
TVC
LOGO
FANDUEL SHIELD LOCKUP 
FULL FANDUEL LOCKUP 
NO FANDUEL LOCKUP 
COLOR
TYPOGRAPHY
ICONOGRAPHY
GRAPHIC ELEMENTS
RESPONSIBLE GAMING AMBASSADORS
PRODUCT SPECIFIC OVERVIEW
FANDUEL RG LANDING PAGE
APPLICATION
DESIGN ITERATIONS (not approved)
