Transitioning a Historical Brand to Caesars Sportsbook
When Caesars Entertainment acquired William Hill, they needed to launch their own branded betting platform under Caesars Sportsbook. My role supported both the acquisition team and the sports betting product tech team. We needed to quickly pivot from William Hill’s digital presence to an entirely new brand all while ensuring compliance with gaming regulations across different states.
There were tight deadlines to meet the launch of ahead of major sports seasons. This meant collaborating across teams to ensure every experience was aligned with the new brand and optimized for performance and search visibility. The goal was to seamlessly transition users from William Hill to the new brand identity of Caesars Sportsbook without disruption.
Translating Brand Values into User Experience
I spearheaded the redesign of Caesars Sportsbook’s digital presence, transforming both the main site and landing pages into a brand-forward experience. By refreshing visual and interactive elements, I brought Caesars’ new identity to life online, ensuring every touchpoint felt seamless, premium, and true to the new brand. Partnering closely with marketing and other product tech teams, we worked to integrate advanced tracking and analytics to maximize performance and measure campaign success.
In redesigning key touchpoints, we focused on creating a smooth user journey from landing pages to in-app experiences. The sites were optimized for performance, search visibility, and regulatory compliance, allowing us to monitor and adapt to user interactions across the entire ecosystem.
The Process
I collaborated closely with the internal creative team to ensure a deep understanding of the new brand’s aesthetics, including visual style, image assets, and tone, to create a cohesive and engaging user experience.
I partnered with key product teams like the Sportsbook product team to gain an understanding of the entire acquisition funnel, enabling me to craft a user experience that easily guided users through each stage of the process.
I also contributed to building the CMS that powered both the landing pages and main site. I gathered requirements from the marketing and promotions teams, wrote requirements based on their needs, and worked with my developers to ensure their needs were met.
Finally, we designed and deployed all landing pages and the main website, while also providing support for the Caesars Entertainment site to ensure a successful launch of the new brand.
