I led the rebrand launch for Bet Max, designing a consistent visual language within the brand style guide and website assets. I also consulted on redesigning the website for cleaner, more modern appearance.
Bet Max Action / Bet Max Tourney
Project Overview
About
Bet Max Action is a free-to-play sports betting platform across multiple verticals with gaming technology, loyalty systems, and gamification solutions designed for enterprise scale. BMA is a white label solution, designed to offer a cost-effective, ready-made product with built-in branding. That’s where I come in.
Team
For this project, my team consisted of the following:
Co-founder: David Reiter
Co-founder: Nicholas Krause
Brand & Graphic Designer: Myself
Deliverables
I was tasked with several design goals to lay the foundation of the branding process:
Redesign BMA’s logo and pitch new logos
Design logo variations: horizontal, vertical, and wordmark
Create the BMA Brand Guidelines with the logo family, color palette, and typography
Design graphics and ads for the website/app, including tournament trophies
Brand Guidelines
Click to expand images
Creating the Brand Vision
Starting the branding process from scratch required me to research BMA’s competitors, target audience, and sports design overall. My main goal was to create branding that conveys trust and familiarity while also standing out visually from other sports betting platforms.
The logo was designed to be versatile yet easily recognizable across each medium, whether it’s used as a profile picture, banner, or footer of a sponsorship. Additionally, each logo variation was altered to represent Bet Max Tourney, BMA’s product.
Website & App Icons
I designed reusable, interactive assets for Bet Max Tourney’s website and app. Tournament winners earn gold, silver, or bronze badges with a celebratory pop-up notification. The branded badges are intended to keep users engaged and retain memorability through brand-reward association. I also designed icons for each sport offered, including several major US, collegiate, and international sports.
Linkedin Post Graphics
To increase brand visibility and build credibility within the sports betting industry, Bet Max Tournament developed a series of consistent LinkedIn campaigns featuring branded graphics and feature spotlights. I designed social assets that balanced bold typography, sports-focused imagery, and platform UI previews to communicate product functionality while maintaining a cohesive visual identity across campaigns.
Tournament and Feature Promos
Each tournament comes with a promotional card advertised at the top of the BMT website. I was provided with the text content that encouraged users to join. The March Madness campaign highlight pops of color while referencing a coach’s playbook with Xs and Os. Overall, the promo cards resulted in a 4x increase in tournament participation.
For the Championship and ‘How to Play’ promos, I was tasked with showcasing Tournament Dollars (TD$). I designed the currency and paired TD$ with the trophy badges to create a victorious, celebratory design.
BMA Pitch Deck
BMA Pitch Deck
As a white label solution, Bet Max Action required a presentation to pitch their product, Bet Max Tourney. This deck explains BMT’s mission, features, and market opportunities using simple but effective visual aids. The application of balance, alignment, and Gestalt principles conveys trustworthiness and professionalism, while the use of negative space communicates prestige and simplicity.