Voltage Bet
fast-moving casino and sportsbook team.
Brief and project context
- Internal design team under pressure
- Output quality and consistency needed improvement
- Product, CRM, and promo work needed stronger structure
- Existing sportsbook areas had provider constraints
- Systems had to be practical for real implementation
Voltage Bet sits within the Six Values casino and sportsbook portfolio. I was brought in when the internal design team was overloaded and struggling to maintain consistent output across key areas. The goal was not to redesign everything from scratch. It was to raise the quality of what was already moving, create reusable systems, and help the team deliver faster with clearer structure.
The work grew from focused design support into a longer embedded engagement across multiple brands, with systems, templates, and enablement sessions helping the team keep standards consistent after handoff.
My role inside the delivery workflow
I worked as an embedded consultant alongside the Brand Director, sportsbook development team, Design Lead, and remote design team.
- Bringing senior structure into the workflow
- Improving design quality across key touchpoints
- Guiding reusable templates and systems
- Supporting delivery inside real technical constraints
- Helping the team apply the work after approval
Constraints that shaped the work
Homepage and visual system shift
Provider-controlled sportsbook
Systems the team could reuse
Before
The homepage had strong promotional energy, but the dark visual treatment, campaign imagery, and lightning effects felt inconsistent across key areas of the brand.
After
The refreshed homepage moved into a cleaner light theme, with stronger hierarchy, reworked promotional imagery, and a more consistent electric visual style across sports, casino, and supporting content.
The goal was not just to clean up the layout. The homepage needed a clearer brand direction that could support ongoing promotional output. This meant shifting the page into a lighter, more usable product style, reworking the visual treatment, and creating stronger consistency across campaign imagery, lightning effects, and promotional sections. That same thinking later fed into the reusable image and prompt guidance used by the team.
The sportsbook relied heavily on the default provider framework, with limited customisation and a layout that felt less connected to the wider Voltage Bet brand system.
By refining the colour system, selecting stronger available components, and reshaping the customisable areas, the sportsbook felt cleaner, more branded, and more aligned with the refreshed product direction.
Working within a provider-controlled sportsbook framework, the goal was to make the experience feel more native to Voltage Bet. This meant refining the colour system, selecting stronger available components, and aligning the customisable areas with the refreshed brand direction.
Systems delivered across product and promos
The work focused on repeatable systems that could improve quality across multiple surfaces, not just one isolated screen. That included refreshed Figma UI areas, brand rules, banner templates, modular email structures, and promotional design direction.
Refreshed UI direction
Selected Figma overview showing key product screens and responsive layouts. The wider system also included additional pages, supporting states, and light and dark theme versions.
Reusable on-site banner templates
Figma overview screenshot of banner templates.
Brand guide and visual rules
Selected pages from the 17-page brand guide, showing the visual direction, usage rules, and consistency standards created for the team.
Turning heavy CRM emails into a modular system
Before the update, email layouts were often text-heavy, cluttered, and difficult to scan. I introduced a modular light and dark mode system with reusable sections that could be swapped, extended, and implemented inside the internal CRM setup.
The system included modules for hero content, intro copy, lists, promos, bonus codes, sports odds, CTAs, latest games, winner blocks, two-column content, terms, and footer areas.
This gave the team a clearer structure for campaign emails while improving hierarchy, readability, and promotional messaging.
Selected Figma preview showing the original email, modular light and dark mode variants, and a sample of reusable CRM blocks created for the wider email system. Additional modules were also developed as part of the full library.
Helping the team use the new workflow
The work did not stop at design approval. Once key pieces were signed off, I ran Google Meets sessions with the Design Lead and remote team to walk through the new templates, modular email system, and consistency rules. The goal was to make the system usable, not just good-looking.
I also created a variable-based MidJourney prompt guide for casino and sports visuals, helping the team generate more consistent campaign imagery without starting from scratch every time.
From approval to adoption
Template walkthroughs
Modular email training
Consistency rules
Visual prompt guide
Reusable campaign logic
Team handoff support
Selected campaign visuals generated from the MidJourney prompt guide, showing how the team could create more consistent sports and casino imagery across web, email, and social assets.
Clearer systems, stronger results, faster delivery
The value was measured in speed, consistency, and fewer revision loops. The systems helped improve day-to-day output across casino, sportsbook, CRM, social, and promotional work, while reducing the amount of repeated design decision-making needed for each new campaign.
Success signals from the engagement
More consistent output
Faster campaign production
Cleaner visual hierarchy
Fewer QA loops
Stronger campaign control
Clearer internal delivery
Built to improve the next campaign, not just the last one
The engagement helped move Voltage Bet from isolated design fixes toward a clearer, more repeatable system across product, promos, CRM, and campaign imagery. The work improved the visible experience, but the bigger value was giving the team reusable structures they could apply long after the initial delivery.
Engagement summary