Client: PLAYNETIC
Role: Head of Design & Brand Management
Industry: B2B iGaming
Deliverables: Brand Strategy • Brand Ownership & Governance • Creative Direction • Brand Identity • Digital Design • Campaigns • Events • Employer Branding • Game Marketing • Motion • UI • Creative Operations
Markets: Regulated & Unregulated
Project Overview: Playnetic is a global B2B iGaming content provider creating immersive gaming entertainment for operators across international markets. Since launching in 2024, the business has expanded its portfolio, partnerships and market presence, with more than
100 games currently live and 35+ partnered brands.
The creative remit spans the full brand ecosystem, from visual identity and digital experience to campaigns, game launches, events, employer branding and commercial communications. The focus has been to develop a distinctive creative language while building the systems and processes required to support a rapidly growing business.
The Challenge
Rapid growth created increasing creative demand across marketing, product, commercial and internal teams. The challenge was to build a recognisable brand system that could scale across games, campaigns and markets while retaining enough flexibility for individual creative expression.
Brand Strategy & Identity
The Playnetic identity evolved into a flexible visual system spanning typography, colour, illustration, graphic devices and motion. Brand guidelines and reusable assets established consistency across channels while giving designers enough freedom to adapt the identity across campaigns, products and audiences. The creative approach needed to balance consistency with enough flexibility for individual games and campaigns to retain their own visual personality. At the same time, production needed to become more scalable through clearer guidelines, reusable assets, structured workflows and improved collaboration between design, marketing, studios and external partners.
Brand Motion
Motion extends the identity into a more expressive visual language, using animated brand elements, illustration and character-led storytelling to create recognisable moments across digital, campaigns and events.
Campaign & Social Creative
A flexible campaign system translated the brand across social, corporate, product and commercial communications, combining consistent brand recognition with more expressive, content-led creative.
166K+ Impressions. | 37K+ Clicks | 12.3K Followers
18.4% Average Daily Engagement | +1,583 Followers in 201 Days | 3.3K+ Reactions
Website Digital Experience
15.3K active users, of whom 15,033 were new users, alongside 173.5K recorded events, 43K page views and 15K scrolls.
Designed and managed a digital brand experience reaching 15K+ new users in seven months.
(January–July 2026)
Audience & Organic Growth
The digital platform has become an important brand discovery channel, with organic search generating 8.1K active users between January and July 2026. LinkedIn was the strongest identified referral source, reinforcing the relationship between social content, brand awareness and website discovery.
Product Creative Framework
A scalable system of on-brand templates and creative standards supports rapid production across Playnetic’s growing game portfolio. Aligned with product strategy, the framework accelerates turnaround while allowing individual titles to retain their own visual identity.
Digital Experience & Creative Delivery
Role: Creative Direction, UX, UI Review, Project Coordination, Design QA
Deliverables: Creative Brief, User Flows, UI Direction, Design Reviews, Website QA
As the Playnetic brand evolved, the website needed to translate the new visual identity into a clear and engaging digital experience.
The project began with a structured creative brief and user experience flows defining key journeys, content hierarchy and functionality. UI concepts were then reviewed and refined throughout development to improve usability, strengthen visual consistency and ensure alignment with the wider brand system.
Close coordination between marketing, design, stakeholders and the development partner supported the project through implementation, with ongoing design reviews and QA ensuring the final website remained consistent with the intended user experience and creative direction.
BRIEF → UX FLOWS → UI DESIGN → DEVELOPMENT → QA → LAUNCH
Content Strategy
Performance analysis showed that the strongest creative was not necessarily the most overtly promotional.
Events, employer branding, leadership announcements and narrative-led game launches consistently generated stronger audience response, while behind-the-scenes and celebratory content helped humanise the brand alongside commercial communications.
These insights informed the evolution of the content strategy, shifting greater emphasis towards storytelling, people-led communications and experiential content alongside product marketing.
Employer Brand
People-focused content and captured event photography, leadership announcements and behind-the-scenes storytelling brought a more human dimension to the Playnetic brand. This approach strengthened employer communications while consistently generating some of the brand’s strongest social engagement.
Event Experience
Playnetic’s digital identity was translated into physical brand experiences across major industry events, combining stand design, large-format graphics, LED content, animation, game promotion and supporting campaign materials.
ICE Barcelona became a particularly important expression of the brand, connecting the corporate identity with game characters, interactive experiences and people-led content.
“ICE Barcelona content delivered Playnetic’s strongest social reach and engagement, with multiple event posts ranking among the brand’s top-performing content.”
Creative Operations
Scalable workflows, brand guidelines, reusable templates and centralised asset libraries were introduced to support growing creative demand across marketing and product.
Automation and AI-assisted workflows streamlined repetitive production tasks, improving consistency and turnaround times while allowing the creative team to dedicate more time to concept development, art direction and higher-quality creative thinking.
STRATEGY → CONCEPT → DESIGN/MOTION → PRODUCTION → QA → LAUNCH → ANALYTICS → OPTIMISE
Outcome
The work established a connected creative ecosystem spanning brand identity, digital experience, game marketing, campaigns, motion, events, employer branding and internal creative operations.
Rather than treating these as individual outputs, the approach created a consistent visual framework capable of supporting Playnetic’s growing portfolio and international presence while retaining flexibility across games, audiences and channels.
The performance data also provided a clearer creative direction for future content, demonstrating particularly strong audience response to events, people-led storytelling, company milestones and narrative-driven game campaigns.
Built the brand → translated it into experiences → scaled it across products and campaigns → measured performance → evolved the strategy → built systems to scale the creative operation.