Creative direction
Define visual direction that creates distinctive, consistent experiences across brand, product and marketing.
DZ
Dino Zoccheddu
Creative Leader | Brand, Marketing & Product
Profile / core strengths
Creative leader with 20+ years’ experience across brand, marketing and digital product, combining creative leadership with hands on design. Focused on evolving visual languages and building scalable creative frameworks while maintaining quality and consistency.
Visual identity
Develop brand languages that feel cohesive while remaining flexible across multiple touch points.
Leadership
Lead multidisciplinary design teams across different time zones, delivering across multiple gaming brands.
Collaboration
Partner with Product, Marketing and Engineering to solve problems through design.
Recent work
A selection of work across brand, product, and performance marketing, focused on scalability, consistency, and execution quality across multiple product surfaces.
Brand Evolution
Brand identity, visual language and art direction across product and marketing
Brand Identity
Visual language and application across product, campaign and marketing channels
Promo Design Framework
Framework for campaign consistency and scalable high-volume creative production
Performance Creative
Campaign development, testing approach and performance-led creative production
Game Tiles 2.0
Scalable asset framework, art direction and production across game content
Onboarding Experience
UX/UI, user flows and optimisation across onboarding and conversion journeys
Case study 1
Punt / Chanced | Brand Evolution and Campaign Framework
Context
Rapidly scaling social casino platforms with fragmented brand and inconsistent product and marketing output.
Challenge
Align product and marketing under a unified visual direction while supporting high-volume production.
Approach
- Defined visual rules across typography, colour, and layout
- Established shared guidelines across product and marketing
- Led alignment between internal teams and external agencies
- Introduced structured workflows for asset production and QA
Outcome
- Unified previously inconsistent product and marketing experiences
- Enabled teams to produce high-volume creative within a clear framework
- Established a consistent approach used across campaigns and product updates
Case study 2
Chrome Valley Customs | Marketing Creative & UA
Context
Launch and growth of a new mobile game requiring a distinctive identity and scalable acquisition creative.
Challenge
Build the marketing creative function around a new IP while supporting continuous testing across multiple markets.
Approach
- Led the marketing art team and set creative direction
- Developed and pitched concepts informed by performance data
- Directed monthly static, video and playable UA production
- Partnered with UA, game teams, 3D artists and external studios
Outcome
- Established the game's marketing identity across acquisition channels
- Built a scalable creative pipeline for continuous testing
- Expanded the team’s capabilities across 3D, video and playable production
Case study 3
Virgin Games | Brand Identity & Creative Direction
Context
Virgin Games needed a brand refresh that felt premium and playful while working consistently across product and marketing.
Challenge
Create a distinctive visual identity flexible enough to support multiple audiences, campaigns and customer touchpoints.
Approach
- Defined the visual identity and “The Place to Be” creative concept
- Led the in house design team through development and rollout
- Partnered with marketing, product, copy and UX/UI teams
- Created brand guidelines and scalable templates across CRM, acquisition and retention
Outcome
- Established a unified identity across product and marketing
- Created a flexible system supporting ongoing campaigns and promotions
- Extended the visual language to Virgin Casino in the US
Additional projects
A broader selection of work across brand, campaign, and performance marketing.
Game Logo Design
Logo design and visual development for the global mobile F2P game Chrome Valley Customs
Social Media and Live Ops
High-volume social and live ops asset production for Beatstar campaigns
Performance Creative
Campaign creative and acquisition assets for Chrome Valley Customs
App Icon Design
Icon design, iteration and testing for CountryStar across multiple concepts
Brand Guidelines
Definition of visual language, usage rules and scalable brand application
Visual Identity
Visual identity development and application for Monopoly Casino VIP
Leadership and process
Creative Direction
- Define visual direction across brand, product and marketing
- Set quality standards and review output across teams
Leadership
- Build and lead multidisciplinary design teams
- Act as bridge between brand, marketing, product and leadership
Creative Ops
- Create structured workflows (ticketing, QA, prioritisation)
- Focus on clarity, ownership and delivery standards
Process
Experience
2025 — 2026
Head of Design | Punt
Led creative direction across brand, marketing and product for two social casino brands. Built scalable workflows while leading internal designers and external creative partners.
2022 — 2024
Marketing Art Lead | Space Ape Games
Led the marketing art team for global mobile titles including Chrome Valley Customs and Beatstar. Directed performance creative, campaigns and high volume creative production, working closely with UA, game teams and external studios.
2015 — 2022
Design Manager | Bally’s Interactive
Led a multidisciplinary design team of 11 delivering brand, campaign and marketing creative across a portfolio of major gaming brands. Directed brand development and large scale creative delivery while partnering with Marketing, Product, UX/UI and senior stakeholders.
2010 — 2015
Senior Designer | Gamesys
Created brand, marketing and product experiences across established online gaming brands, progressing into broader creative and leadership responsibilities.
2006 — 2009
Graphic Designer | Magic Lantern Productions
Created branding, campaigns and graphic design for a diverse portfolio of high profile clients across multiple industries.
Testimonials
“Dino was a key senior hire who brought structure, clarity and autonomy, raising quality and scaling both team capability and production.”
“Dino is a highly experienced creative leader who brings brands to life through strong design and clear strategy, while raising the bar across teams.”
“One of the best managers I’ve worked with. A strong mentor and leader who communicates clearly and consistently drives team growth.”
“Dino combines strong creative direction with people leadership to deliver high-quality work consistently across brand and campaigns.”