Playabets

2019

Durban, South Africa

Rebranding a legacy brand means finding the balance between tradition and change. For Playa Bets, I led a six-year transformation that refreshed the identity without losing its roots—keeping it relevant, recognizable, and ready for the future of sports betting.

  • An image of The Float House.

  • An image of the Float House.

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Playa Bets – Rebranding & Positioning

As lead designer, I led a 6-year rebranding strategy for Playa Bets—one of South Africa’s most established sports betting brands since 1990. The goal: modernize the identity, stay competitive, and keep the brand’s legacy intact.

About the Brand

Playa Bets offers betting across online, mobile, and in-store platforms. Despite its long-standing presence, the brand needed a fresh, modern look to connect with today’s audience.

My Design Strategy

  • Updated identity with sleek typography and dynamic visuals

  • Retained iconic green for recognition while refining the overall aesthetic

  • Introduced “5th components” to unify design across platforms

  • Built a comprehensive brand guide for consistency—from storefronts to digital

Key Wins

  • Rebranded across all touchpoints: digital, retail, in-store terminals

  • Created campaigns that increased customer engagement by 40%

  • Springboks vs. All Blacks promo: +50% social engagement, +20% new sign-ups

  • Casino game launches drove up acquisition and user activity

  • Improved UX for web and mobile boosted retention and lifetime value

  • In-store design updates led to higher foot traffic and player interaction

Collaboration & Execution

Worked closely with marketing, retail, and product teams to ensure the brand felt unified, energetic, and future-ready.

Responsibilities

  • Brand identity & market positioning

  • Digital & print assets: ads, social, brochures, posters

  • UI design, mobile app graphics

  • Storefronts, interior visuals, signage

  • Vehicle branding, packaging, and print production

  • Event and campaign-based promotional assets

Impact

The rebrand reinforced Playa Bets’ position as a leader in the market, increased brand visibility, and strengthened player loyalty—across both digital and physical platforms.