Wandando
Creative direction, brand and growth creative · 2025–26
01
The bet
Most sweepstakes casinos look cheap: kitsch themes, cluttered lobbies, dated interfaces. Wandando bet that players would choose one that felt premium and still played loud.
As creative director I led the brand from the ground up, designed the product and the campaign creative, then built the tools that let a small team keep up with a daily release cadence.
- Role
- Creative director, product and CRM design
- Scope
- Brand, cast, campaigns, product, email, social, production tools
- When
- 2025–26
02
The court
Irreverent royalty. A crown built into the W, Royal Violet with Gold Standard for reward, and a heavy italic for offers. The brand is carried by a court of five: the King and Queen lead the big offers, Joe runs the tables, Brock guards the VIP door and Jingles brings the noise. “Your court awaits” is the line they all live under.
King CedricThe King
Queen WandaThe Queen
JoeThe Pitboss
BrockSecurity
JinglesThe Jester
03
One court, every campaign
Every promotion is a scene with the cast in it: the King and Queen on a red carpet for a flash sale, Jingles conducting the Monday train, the royals clinking glasses for Happy Hour. The offer changes daily; the world stays the same, so a banner reads as Wandando before anyone reads a word.
Flash Sale
Happy Hour
Monday Sale
Mystery Box
Free Spins bundles
Throne of Fortune launch
The same world in motion: vertical cuts for stories and reels.
04
A new game, every day
Game of the Day put a different title in front of players every day, as a tournament: bet 15 Sweep Coins today, get 15 free spins tomorrow. The format is fixed, a black stage with the game’s own logo as the hero, so the team could ship one a day and players learned to look for it.
- Daily Gold Coins, animated Featured Game hero
- Gonzo’s Quest II, animated Featured Game hero
- Starburst Galaxy, animated Featured Game hero
05
Built in house
The court moved into the product. Wandando Originals are the house games, and the court plays every cover: the King at the keno board, Joe dealing video poker, the Queen on the beach. The Royalty Club turns VIP tiers into rooms of the palace, from the Courtyard to the Throne, each one lit up on a map as you reach it.
King’s Keno
Throne of Fortune
Video Poker: Dealer’s Choice
Royal Beach Vibes
06
The machine
The cadence only worked because I built tools for it. A production tracker runs every campaign from brief to launch. An image pipeline makes the scenes and characters, cut to every size, while type and layout stay hand-set. Promotions, banners and email flows go out through Customer.io and the casino platform with checks before each send.
Campaign workbench: copy for email and social, written to the brief and checked for length.
Image Creator: one creative set, every size, for any of 260 game logos.
Banner Creator: the cast and art styles as a reference library for new key art.
Bulk upload: a month of Game of the Day scheduled from one sheet.
- Emails sent
- 12.3M
- Email campaigns shipped
- 330+
- Monthly sends, January to September
- 4.5×
Want this for your brand? See the Launch Kit