Betway x Man City

Lead designer for a global Manchester City campaign rollout, supporting the club’s international brand and fan engagement strategy across multiple markets. The work focused on establishing a unified design system to ensure consistency across campaign assets spanning digital, social, in-app, CRM, and broadcast touchpoints.

I led the creation of a modular campaign framework covering typography, motion, layout systems, and content templates, enabling fast production and localisation across global regions while maintaining strict brand alignment. The system was designed to scale across multiple languages, formats, and regulatory environments without losing visual coherence.

My role involved end-to-end ownership of the creative system, from concept development through to production-ready delivery, working closely with cross-functional teams to ensure smooth global rollout and execution consistency. The result was a streamlined campaign infrastructure that improved production efficiency and strengthened brand consistency across international markets.