bwin.party digital entertainment

From December 2014 to April 2016, I served as Creative Director for the Marketing Communications department at bwin.party digital entertainment, leading creative and UX output for five flagship brands — bwin, Foxy Bingo, Party Poker, Party Casino, and Party Bingo — as well as several smaller sub-brands.

I was responsible for retention and acquisition creative across all channels, from high-visibility TV commercials to targeted digital campaigns, while ensuring brand consistency and elevating customer engagement across diverse international markets.

Challenge

bwin.party operated in a crowded, competitive gaming and entertainment market, where brand differentiation and retention strategies were critical to sustaining growth. The challenge was to:

  • Maintain distinct, compelling identities for multiple brands under one corporate umbrella

  • Deliver cohesive multi-channel creative at scale for both acquisition and retention

  • Integrate UX and visual design standards into marketing execution to improve performance and consistency

Approach

Brand Stewardship

  • Developed comprehensive brand guidelines and styleguides for each flagship brand

  • Established a cross-brand creative review process to maintain quality and cohesion

Campaign Development

  • Created a brief-to-delivery workflow covering strategy, creative concepting, design, production, and performance review

  • Balanced centralized creative leadership with brand-specific nuances to serve different audience segments

Collaboration & Execution

  • Worked closely with developers to integrate campaigns into digital platforms, ensuring seamless handoffs and execution

  • Directed TV commercial shoots and on-set creative adjustments to align with brand positioning

Foxy Bingo re-brand TV launch

Party Casino
re-brand TV launch

Outcome

  • Three flagship brand rebrands completed within timelines, delivering refreshed identities that resonated with target markets

  • Increased brand consistency across all channels, improving recognition and engagement

  • Successfully executed multi-market, multi-channel campaigns across TV, digital, social, print, and in-app touchpoints

  • Built a creative culture in the team, fostering collaboration between visual designers, UX designers, and developers

My role

  1. Creative & Brand Leadership: Directed a 20-person team (10 designers, 10 developers) in delivering campaigns and digital assets across all customer touchpoints

  2. Brand Strategy: Collaborated with the Head of Marketing to set brand direction and creative strategy for each brand

  3. Rebrands: Led three major rebrands — Foxy Bingo, Party Poker, and Party Casino — defining visual identity, tone of voice, and brand guidelines

  4. Campaign Direction: Oversaw the creative development of TV commercials (e.g., Foxy Bingo, Party Casino) and event-driven campaigns (e.g., Party Poker Tour)

  5. UX Integration: Ensured marketing assets followed user experience best practices, improving clarity, usability, and engagement rates

  6. Agency & Vendor Management: Partnered with external agencies and production houses to conceptualise, storyboard, and deliver TV, print, and digital assets

This role demonstrated the power of integrated creative leadership in uniting brand strategy, visual design, and UX for maximum impact. Managing multiple high-profile brands in parallel required both a strategic vision and the ability to translate that vision into campaigns that worked in-market — across every channel and audience segment.