Multi-Brand UI System
Role: Design team leader, with 7 designers
Shown here: one of 5 brands. One shared foundation, several consumer brands.
Betsson Group
Stockholm, 2018
Shown here: one of 5 brands. One shared foundation, several consumer brands.
Betsson Group
Stockholm, 2018
Context
Several online casino brands ran on one common platform, each with its own identity.
Challenge
Give every brand a distinct look inside the same structure, without rebuilding the front end each time.
What we did
Wrote the UI guidelines once, then ran a rebrand and UI skin for each brand on the shared platform. One example is shown here, with the campaign site for the launch of mobile gaming.
Outcome
Rolled out across the brand sites.w
Several online casino brands ran on one common platform, each with its own identity.
Challenge
Give every brand a distinct look inside the same structure, without rebuilding the front end each time.
What we did
Wrote the UI guidelines once, then ran a rebrand and UI skin for each brand on the shared platform. One example is shown here, with the campaign site for the launch of mobile gaming.
Outcome
Rolled out across the brand sites.w
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Several iGaming brands ran on one common platform, each with its own identity. The challenge was to give every brand a distinct look inside the same structure, without rebuilding the front end each time. We solved it in three layers: a set of UI guidelines, a shared front end built on them, and a campaign site for the launch of mobile gaming.
The guidelines
The rules every brand follows, written once. Colour tokens set the palette, and a type scale in Open Sans covers desktop, tablet and mobile. Logo rules cover light and dark backgrounds. Every component has its states defined: buttons, menus, tabs, forms and icons.
The shared front end
The brands shared one backend, so the front end had to work within the same structure and constraints. We designed the navigation, game grids and promotional modules once, and each brand carries its own identity on top.
The launch site
For the launch of mobile gaming we built a standalone campaign site. It works across devices and sends new and existing customers down separate paths into the product.
Brand and sponsor names are replaced with placeholders.