SAFE BET
Brand Refresh
Role: Sole In-House Graphic Designer
Timeline: 2025–2026
Scope: Creation of website, motion graphics, brand guidelines, packaging redesigns, e-commerce product photography, ad campaigns and a new field marketing
kit (pictured left).
Outcome: Developed a cohesive visual language that was carried across digital, retail, and packaging applications.
CREATING THE WEBSITE
At the time I was hired, SafeBet had no dedicated website. The product videography and photography I took for the site was a central component when designing a new digital experience to showcase the brand's offerings.
As I developed the site, I also began establishing the refreshed visual direction for the brand, including the reintroduction of the secondary brand colors.
EXPANDING THE SYSTEM
The next step in the refresh was creating materials to support the field marketing team. I designed a series of product information cards to give customers an overview
of each product, extending the visual direction I developed for the website into the retail experience.
All product photography used for the cards was taken by me, and the pattern used as the background on the cards was created as a part of the new visual system
A varitaion of the product card design was used for the packaging updates as well which created a strong visual identity across all brand touchpoints.
The versatility of the product card design made it easy to use for advertisements
as well as a complete overhaul of the e-commerce photography used by our
retail partners.
DEFINING THE GUIDELINES
After establishing the visual system and applying it across multiple touchpoints, a new brand guideline was needed. Drawing from the work developed across each project, I created SafeBet’s definitive 2026 brand guide.
