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The 2023 rebrand built something real. A brand with a point of view, a core audience that loved it, and a visual identity that felt like nobody else in the space. The question by 2025 was how do you grow that without killing what made it special in the first place.
That's a harder problem than it sounds. PrizePicks was built on a genuine love of atl, hip-hop, and basketball. The brand didn't borrow from that world, it came from it. So when the business wanted to expand, that tension was real. You can't just turn the dial down on authenticity and expect nobody to notice.
The work was to figure out how to graduate the brand without selling it out. I built the entire brand strategy from the ground up, developing the audience framework, the brand house, and a flexible identity system we called the Brand Producer — a way of thinking about the brand less like a DJ playing one track and more like a producer who knows which layers to add and which to pull back depending on the room. George and I collaborated on the visual direction and Erik and I worked through every voice and tone decision together.
The result was the most cohesive and systemized version of the PrizePicks brand we'd ever built. Intentional, end-to-end, and built to scale.