CHANCED - PUNT

As Head of Design at Diamond Interactive, I led the creative direction and visual development across Chanced and Punt, two of the fastest growing social casino platforms in the U.S.

My focus was on building a scalable brand design system and unified visual language applied across both brands, enabling consistent, high quality output across product, marketing, and campaign channels.

I worked closely with founders, product, and marketing teams, as well as external agencies, to align creative execution with rapid growth, supporting large scale asset production, influencer and UGC campaigns, and major partnerships, including collaborations with leading creators in the space.

In addition to marketing and brand, I supported product design with UI/UX contributions including onboarding flows, navigation systems, and CMS-driven components.

The system

CONTEXT
Chanced and Punt are two high-growth social casino platforms built in parallel. As Head of Design, I led creative across both, working with a small in-house team of two designers and two video editors, to support continuous marketing and product output.

Challenge
High demand for assets across multiple channels and formats, with limited resources and increasing need for consistency and speed across two brands.

CREATIVE STRATEGY
I built a modular design system shared across both brands:

  • Consistent structure for layouts, typography, and components
  • Brand variation driven by colour and visual tone
  • Scalable workflows enabling high-volume production with a small team

SYSTEM IN ACTION
A shared framework enabling consistent, multi-format campaign output across both brands at scale.

Game Tiles system

CONTEXT
The platforms required a full catalogue of game tiles to support launch and ongoing content updates across both brands.

CHALLENGE
Deliver thousands of assets under tight timelines, with ongoing additions to the catalogue and limited internal resources.

APPROACH

Led the coordination and delivery of large-scale asset production:

  • Structured the workflow across internal team and external agencies
  • Defined naming, formatting, and asset standards for consistency
  • Aligned with product and engineering for ingestion and implementation
  • Managed prioritisation as new content was continuously introduced

OUTCOME
Delivered a scalable system for producing and managing game tiles, enabling consistent visual quality and supporting rapid expansion of the game catalogue.

Brand & Visual Language

CONTEXT
Chanced and Punt were developed in parallel, requiring a consistent visual foundation while maintaining clear brand distinction. I led the definition of the visual language across both, working with a small in-house team and directing external agencies to scale and refine the work.

CHALLENGE
Create two distinct brand identities without duplicating effort, ensuring consistency across product and marketing while enabling high-volume creative production through internal and external teams.

CREATIVE STRATEGY
I established a shared visual framework across both brands, combining:

  • Consistent foundations (typography, layout systems, component structure)
  • Controlled differentiation through colour, tone, and visual elements
  • Clear guidelines and direction to align internal designers and external agencies

This approach ensured cohesive brand expression, scalable execution, and efficient collaboration across teams.

Campaign Execution - Scale and Production

CONTEXT
Campaigns needed to scale across multiple formats and channels, supporting different stages from launch to live events. I led execution across Chanced and Punt, working with a team of graphic designers and a video editor to deliver continuous campaign output.

CHALLENGE
Maintain consistency and speed across high volumes of assets, while adapting messaging for different formats, channels, and campaign stages.

CREATIVE STRATEGY

Applied the shared design system to campaign execution:

  • Single concept → multiple formats
  • Structured variations for launch, reminder, and live moments
  • Scalable workflows enabling the team to produce high volumes of static and motion assets efficiently

This ensured consistent rollout across channels while supporting rapid iteration and ongoing campaign delivery.

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