DraftKings Brand Design

Driven by their desire to be seen as the most exciting and innovative place to play, our team at Makerhouse gave DraftKings a brand design refresh to accommodate the company’s rapid growth. We used the 14-degree tilt of the crown as the backbone of the design system, incorporating it into the photography, patterning, and typography in a way that is own-able by DraftKings, while defining each category - Sports, Casino, Daily Fantasy, and VIP - with distinctive brand assets.

Client DraftKings

Makerhouse Design Team
Group Design Directors: Ruben Ramen, Anne Brinich
Global Executive Design: Christine Jones
Associate Design Directors: Jaclyn Caris, Basia Rochon
Animation: Shane Hawkins
Services Brand Design
Year 2021-22