Product & Brand Design
CasaBet
End-to-end brand and product design for a new iGaming platform, naming, identity, and full UI system.
Platform :
Web & Mobile
Industry :
iGaming
Role :
Product & Brand Design
Scope :
End-to-end
Research & Discovery :
The client was launching a new iGaming platform targeting LATAM and Europe simultaneously, two markets with different cultural contexts but significant overlap in language and player behavior. The core challenge was naming: the platform needed an identity that was original, non-existent in the market, immediately memorable when spoken or read, and culturally resonant across both regions without feeling foreign in either. A competitive naming audit of 24 existing operators in both markets identified naming patterns, risk areas, and whitespace opportunities.
Challenge & Approach :
Generic iGaming names were off the table. The brand needed to feel like a destination, not just another operator. Three brand directions were developed and validated with a representative sample of 18 target users across LATAM and Europe. "CasaBet" consistently scored highest on memorability, cultural fit, and trust perception. The visual identity was iterated across 4 rounds, moving from initial moodboards through to a finalized brand system with color, typography, iconography, and UI component standards.
To manage the complexity across all streams, a sprint-based approach was adopted with structured stakeholder checkpoints at the end of each cycle, keeping momentum without losing alignment and ensuring every decision had sign-off before the next phase began.
From Name to System :
Brand research and competitive naming analysis across both markets pointed to a consistent insight: the most trusted operators anchor on a word with clear, positive meaning in the target language. "Casa" - home in both Spanish and Portuguese, positioned the platform as the home of betting without requiring translation for either audience. The name satisfies every practical criterion: easy to pronounce across regional accents, free of negative connotations in both markets, and trademark-clear.
The visual identity was built to stand out in a market of generic blue-and-white operators. A bold, high-contrast system using yellow (FFD203) on dark backgrounds communicates energy and trust, consistent with premium iGaming positioning in LATAM and Europe. A secondary black-on-white variant maintains legibility across all contexts. The CB shield was designed as a standalone mark for mobile headers, marketing materials, and favicon usage, giving the brand a scalable identity that works at 16px and at full billboard scale without losing recognition.
The brand extended directly into a full component library, typography scale, color tokens, 3D banner elements, and CTA button design. The button treatment was the most deliberate decision: a drop shadow on all primary CTAs applies the psychological principle of affordance, where visual depth signals pressability and directly increases tap and click rates. Every component was built for web and mobile from the outset, making the system ready for handoff without per-platform adaptation.
Results :
Following launch, the platform acquired 9,200 new registered players within its first 90 days, exceeding the initial acquisition target. The reg2dep rate in the first month reached 26%, reflecting early trust signals from the brand identity and onboarding experience.
Post-launch heatmap and session recording analysis identified 5 UX friction points across the registration and deposit flows, issues that only emerged at scale with real traffic patterns across both LATAM and European users. These were addressed across 3 design sprint cycles, resulting in an 18% reduction in average time-to-deposit and a 14% improvement in form completion rate.
More Projects
Product & Brand Design
CasaBet
End-to-end brand and product design for a new iGaming platform, naming, identity, and full UI system.
Platform :
Web & Mobile
Industry :
iGaming
Role :
Product & Brand Design
Scope :
End-to-end
Research & Discovery :
The client was launching a new iGaming platform targeting LATAM and Europe simultaneously, two markets with different cultural contexts but significant overlap in language and player behavior. The core challenge was naming: the platform needed an identity that was original, non-existent in the market, immediately memorable when spoken or read, and culturally resonant across both regions without feeling foreign in either. A competitive naming audit of 24 existing operators in both markets identified naming patterns, risk areas, and whitespace opportunities.
Challenge & Approach :
Generic iGaming names were off the table. The brand needed to feel like a destination, not just another operator. Three brand directions were developed and validated with a representative sample of 18 target users across LATAM and Europe. "CasaBet" consistently scored highest on memorability, cultural fit, and trust perception. The visual identity was iterated across 4 rounds, moving from initial moodboards through to a finalized brand system with color, typography, iconography, and UI component standards.
To manage the complexity across all streams, a sprint-based approach was adopted with structured stakeholder checkpoints at the end of each cycle, keeping momentum without losing alignment and ensuring every decision had sign-off before the next phase began.
From Name to System :
Brand research and competitive naming analysis across both markets pointed to a consistent insight: the most trusted operators anchor on a word with clear, positive meaning in the target language. "Casa" - home in both Spanish and Portuguese, positioned the platform as the home of betting without requiring translation for either audience. The name satisfies every practical criterion: easy to pronounce across regional accents, free of negative connotations in both markets, and trademark-clear.
The visual identity was built to stand out in a market of generic blue-and-white operators. A bold, high-contrast system using yellow (FFD203) on dark backgrounds communicates energy and trust, consistent with premium iGaming positioning in LATAM and Europe. A secondary black-on-white variant maintains legibility across all contexts. The CB shield was designed as a standalone mark for mobile headers, marketing materials, and favicon usage, giving the brand a scalable identity that works at 16px and at full billboard scale without losing recognition.
The brand extended directly into a full component library, typography scale, color tokens, 3D banner elements, and CTA button design. The button treatment was the most deliberate decision: a drop shadow on all primary CTAs applies the psychological principle of affordance, where visual depth signals pressability and directly increases tap and click rates. Every component was built for web and mobile from the outset, making the system ready for handoff without per-platform adaptation.
Results :
Following launch, the platform acquired 9,200 new registered players within its first 90 days, exceeding the initial acquisition target. The reg2dep rate in the first month reached 26%, reflecting early trust signals from the brand identity and onboarding experience.
Post-launch heatmap and session recording analysis identified 5 UX friction points across the registration and deposit flows, issues that only emerged at scale with real traffic patterns across both LATAM and European users. These were addressed across 3 design sprint cycles, resulting in an 18% reduction in average time-to-deposit and a 14% improvement in form completion rate.
More Projects
Product & Brand Design
CasaBet
End-to-end brand and product design for a new iGaming platform, naming, identity, and full UI system.
Platform :
Web & Mobile
Industry :
iGaming
Role :
Product & Brand Design
Scope :
End-to-end
Research & Discovery :
The client was launching a new iGaming platform targeting LATAM and Europe simultaneously, two markets with different cultural contexts but significant overlap in language and player behavior. The core challenge was naming: the platform needed an identity that was original, non-existent in the market, immediately memorable when spoken or read, and culturally resonant across both regions without feeling foreign in either. A competitive naming audit of 24 existing operators in both markets identified naming patterns, risk areas, and whitespace opportunities.
Challenge & Approach :
Generic iGaming names were off the table. The brand needed to feel like a destination, not just another operator. Three brand directions were developed and validated with a representative sample of 18 target users across LATAM and Europe. "CasaBet" consistently scored highest on memorability, cultural fit, and trust perception. The visual identity was iterated across 4 rounds, moving from initial moodboards through to a finalized brand system with color, typography, iconography, and UI component standards.
To manage the complexity across all streams, a sprint-based approach was adopted with structured stakeholder checkpoints at the end of each cycle, keeping momentum without losing alignment and ensuring every decision had sign-off before the next phase began.
From Name to System :
Brand research and competitive naming analysis across both markets pointed to a consistent insight: the most trusted operators anchor on a word with clear, positive meaning in the target language. "Casa" - home in both Spanish and Portuguese, positioned the platform as the home of betting without requiring translation for either audience. The name satisfies every practical criterion: easy to pronounce across regional accents, free of negative connotations in both markets, and trademark-clear.
The visual identity was built to stand out in a market of generic blue-and-white operators. A bold, high-contrast system using yellow (FFD203) on dark backgrounds communicates energy and trust, consistent with premium iGaming positioning in LATAM and Europe. A secondary black-on-white variant maintains legibility across all contexts. The CB shield was designed as a standalone mark for mobile headers, marketing materials, and favicon usage, giving the brand a scalable identity that works at 16px and at full billboard scale without losing recognition.
The brand extended directly into a full component library, typography scale, color tokens, 3D banner elements, and CTA button design. The button treatment was the most deliberate decision: a drop shadow on all primary CTAs applies the psychological principle of affordance, where visual depth signals pressability and directly increases tap and click rates. Every component was built for web and mobile from the outset, making the system ready for handoff without per-platform adaptation.
Results :
Following launch, the platform acquired 9,200 new registered players within its first 90 days, exceeding the initial acquisition target. The reg2dep rate in the first month reached 26%, reflecting early trust signals from the brand identity and onboarding experience.
Post-launch heatmap and session recording analysis identified 5 UX friction points across the registration and deposit flows, issues that only emerged at scale with real traffic patterns across both LATAM and European users. These were addressed across 3 design sprint cycles, resulting in an 18% reduction in average time-to-deposit and a 14% improvement in form completion rate.