Launch Kit · for sweepstakes and social casinos
From a blank page to a brand that ships every day.
I build your brand, the system behind it, and the machine that runs it: product, promotions, tournaments, CRM and social, all from one source. I did it for Wandando: from no logo to 12.3 million emails in ten months.
Wandando
Creative direction, brand and growth creative · 2025–26
The problem
Most sweeps brands look like the platform they were built on.
The same lobby, the same gold coins, the same “mega bonus” banner. Players can’t tell you apart, and your team can’t ship fresh promotions fast enough to give them a reason to come back.
The platform gives you an engine. It doesn’t give you a brand, a voice, or a way to put a new idea in front of players every day.
Chapter one · Brand world
A world players can recognise before they read a word.
We start with who you are and why you’re different. Then we build the world: the identity and logo system, the characters who carry your promotions, and the scenes they live in.
At Wandando the idea was irreverent royalty. A crown built into the W, a cast led by King Cedric and Queen Wanda, Royal Violet with Gold Standard for reward.
You get
- Positioning
- Identity and logo system
- 3–5 characters
- Backgrounds and scenes
- Colour and type
King Cedric
Queen Wanda
Jingles
Chapter two · Voice
Sound like yourselves in a promo, a push and a support reply.
Tone of voice is written down, not guessed. You get rules, examples and a message library. It uses compliance-safe sweeps language, so you never say “deposit” or “bet” where you shouldn’t.
Wandandonow
The King is pouring.
Happy Hour is on: extra Gold Coins on every bundle until 9pm PT.
Is Happy Hour still on?
It is! Happy Hour runs until 9pm PT tonight. Pick up any bundle before then and the extra Gold Coins land in your account straight away. Your court awaits.Wanda, Player Support
You get
- Voice guide
- Do and don’t examples
- A message library for promotions, push, SMS and support
Chapter three · The system
Every tile, page and email built from the same parts.
Colour, type, spacing and motion become tokens. Tokens become components: lobby rows, promotion cards, tournament leaderboards, email blocks. A promo tile system sets where the offer, the game and the call to action go at every size.
- Royal Violet#7940CF
- Gold Standard#FFD037
- Hot Pink#D90368
- Electric Cyan#00B4D0
- Vibrant Orange#FF6A00
- Regal Plum#960047
Game of the day
Display · Barlow Black Italic
Get 15 free spins tomorrow
Offer · Barlow Bold
BrandOfferGameStatus- Brand Logo lock-up, always top centre
- Offer Display italic, the reward in gold
- Game The game's own logo from the lobby
- Status Tournament state, bottom left
You get
- Design tokens
- Product components
- The promo tile system
- Templates for desktop, mobile, email and social
Chapter four · The brand brain
One source of truth that feeds every channel.
This is the part most agencies skip. Everything we decide goes into a knowledge base and vault your team actually uses: the brand book, the voice guide, the offer and promotions playbook, the campaign calendar, and AI style references.
New hires, freelancers and AI tools all draw from the same brain. So the 400th banner looks like the first.
One source of truth
The brand brain
- Brand book
- Voice guide
- Promotions playbook
- Campaign calendar
- AI style references
Read by your team, freelancers and AI tools
01ProductLobby rows, game tiles and the Royalty Club- 02PromotionsDaily offers and the key art behind them
03TournamentsGame of the Day and its leaderboards
04CRMLifecycle flows and the weekly sends
05SocialStories, reels and posts in the same world
You get
- Brand book
- Voice guide
- Promotions playbook
- Campaign calendar
- AI-ready references, set up in the tools your team already uses
Chapter five · Everywhere at once
One idea. Every surface. Same day.
Every campaign starts as one scene and is cut for the lobby, the promotions page, the tournament, the email and the feed. The offer, the game and the call to action land the same way at 2400 pixels wide and at 610.
At Wandando, Game of the Day put a new title in front of players every day: 21 animated heroes and hundreds of banners around them.
- Daily Gold Coins, animated Featured Game hero
- Gonzo’s Quest II, animated Featured Game hero
- Starburst Galaxy, animated Featured Game hero
Chapter six · The CRM engine
Email and push are the channels you own. Build them like it.
Paid social for sweeps keeps getting harder. The players you already have are the business. I map the lifecycle (welcome, first purchase, streaks, win-back, VIP), build the flows in your ESP, and give you an email system that ships every week.
- Welcome
- First purchase
- Streaks
- Win-back
- VIP
- Emails sent
- 12.3M
- Campaigns shipped
- 330+
- Monthly sends, January to September
- 4.5×
You get
- Lifecycle map
- Core flows built in Customer.io, Optimove or Braze
- Email template system
- Reporting
Chapter seven · The machine
The tools that let a small team ship like a big one.
The cadence only works with tools behind it. I build the production pipeline: brief in, assets out at every size, uploaded to your platform with checks before each send. Type and layout stay hand-set. The repetitive work doesn’t.
Banner Creator: the cast and art styles as a reference library for new key art.
Campaign brief: one brief in, every asset and size listed out.
Bulk upload: a month of Game of the Day scheduled from one sheet.
You get
- Production pipeline and tools
- Handover
- Training for your team
Track record
Built for products where money moves.
- Wandando
A sweepstakes casino brand from zero, plus its CRM and production engine.
- Tipico
US sportsbook redesign. Single bets got 35% faster, and bets placed within 30 seconds went from 42% to 62%.
- Taurex
Trading app for forex, CFDs and crypto, rebuilt to read at a glance.
- TwinSpires
Kentucky Derby, Super Bowl and March Madness creative.
13 years in sports betting, casino and fintech. I design it, and I build it.
Ways to work
Brand Engine Audit
- For
- Established operators who want a second opinion
- What
- Brand, promotions, CRM and cadence scored, the three fastest wins, and a 90-day plan
- Time
- 2 weeks
From $6kComes off the kit
Launch Kit Lite
- For
- Brands that already have CRM and production covered
- What
- Brand world, voice, system and the brand brain
- Time
- About 5 weeks
From $30k
Launch Kit
- For
- New launches and rebrands
- What
- Everything in Lite, plus the launch surfaces, the CRM engine and the machine
- Time
- 8–10 weeks
From $60k
Retainer
- For
- After launch
- What
- Run: weekly promotions and CRM. Grow: adds new flows, tournaments, motion and a monthly review
- Time
- 3-month minimum
From $8k / $14ka month
Let’s look at your brand together.
Thirty minutes. Bring your lobby, your last promotion and your welcome email. I’ll tell you the three things I’d fix first, whether or not we work together.