CHANCED.COM
As Head of Design at Diamond Interactive, I led the creative direction and visual development of Chanced.com, one of the fastest-growing social casino brands in the U.S. My work spanned brand evolution, large scale asset systems, influencer driven campaigns, and a modernised visual language applied across both marketing and product. I collaborated closely with founders, product, and marketing teams to ensure consistent, high impact creative that supported rapid growth and major partnerships, including our collaboration with Vegas Matt, one of the biggest influencers in the sector.
Role: Head of design
Focus: Branding, marketing design, product visuals, social and influencer creatives
Team: Led and mentored an in house design team of animators, UI/UX designers and marketing artists, coordinated with marketing, product, and external agencies
Tools: Figma, After Effects. Photoshop, Blender, AI
Deliverables: Brand assets, game-tile systems, landing pages, social campaigns, influencer assets, 3D elements, email templates, promotional visuals
Here's a selection of my best and most significant work.
Black Friday
Context
Black Friday is one of the most competitive moment of the year in social casino, with heavy creative fatigue and near-identical promotional messaging across competitors.
Challenge
Stand out in a crowded Black Friday environment while staying within Chanced’s brand system, and create a campaign that could scale fast across channels without losing impact.
Creative Strategy
Anchor the entire campaign around a single, ownable visual idea a premium 3D “Wheel of Wins” that could act as both a hero asset and a modular system across web, paid media, and in-product placements.
Refer A Friend
Context
Refer a Friend is a core acquisition and retention mechanic. The challenge was to keep it visually fresh and motivating over time without fragmenting the brand.
Challenge
Create a referral system that could evolve through multiple raffles and influencer collaborations while staying recognisable, trustworthy, and easy to understand.
Creative Strategy
Design a flexible visual framework that could absorb different rewards, partners, and moments, while keeping the referral mechanic simple, consistent, and emotionally appealing.
Vegas Matt
Context
Creator partnerships were a key growth lever, but they carried a real risk of diluting brand consistency and trust if not handled carefully.
Challenge
Integrate a high-profile creator into the Chanced brand in a way that felt authentic, premium, and credible, without letting the creator’s personal brand overpower the product.
Creative Strategy
Treat the creator as a layer within the brand system, not a replacement for it. The visual approach needed to adapt to the creator while keeping Chanced clearly in control.
Marketing and social media campaigns
Performance ads examples
