Ladbrokes Brand & Digital Experience
Role: Team Lead, Senior Visual & UX/UI Designer
Company: Ladbrokes Coral Group (Entain plc)
Overview
At Ladbrokes, one of the UK’s leading betting and sports entertainment brands, I helped shape the company’s digital presence across web, mobile, and campaign channels. Following its merger with Coral, the brand saw over 12% digital revenue growth. Our team played a key role in that success - unifying the visual language, improving user journeys, and strengthening the overall digital experience across sports, casino, and slots.
Objectives
Strengthen the Ladbrokes brand identity across all digital platforms.
Design engaging and clear user journeys for promotional campaigns.
Maintain alignment with the broader marketing ecosystem - including TV and print.
Introducing the first Ladbrokes Sports Betting App for iPad (2017) - a completely new product experience designed and built by our in-house team:
Process
Working closely with marketing and development teams, I created landing pages, microsites, and digital campaigns that balanced clarity, performance, and visual energy.
Every project required blending Ladbrokes’ bold red aesthetic with intuitive UX - ensuring that each promotion felt exciting yet easy to navigate.
For casino and slot launches, I developed modular layouts that could adapt to different game themes while maintaining brand cohesion.
Highlights from my work on the Ladbrokes website - showcasing redesigned pages for Slots, Promotions, and Refer a Friend, along with various UX explorations developed with the product team:
Selected Work
Seasonal campaign sites (Premier League, Grand National, Cheltenham).
Digital ads and motion graphics for acquisition and retention.
In-site promotional hubs for casino and slot titles.
Visual guidelines for internal and affiliate teams.
A collection of landing pages designed for major sports events and seasonal campaigns - each crafted to capture the energy of the moment while keeping the Ladbrokes brand front and center:
A selection of motion ads and promotional videos created for key Ladbrokes campaigns - produced in our in-house studio to capture the brand’s energy and excitement across digital and social channels.
Impact
In 2017, following its merger with Coral, Ladbrokes Coral Group became one of the UK’s largest betting brands, driving strong digital growth with a 12% revenue increase and higher sportsbook activity. The refreshed digital design system and campaign work I contributed to helped strengthen the brand’s online presence, unify its identity across channels, and improve engagement during this high-growth period.
Reflection
Working at Ladbrokes during this transformation taught me how to design for scale, speed, and clarity within a fast-moving, data-driven environment. It reinforced the value of connecting bold visual storytelling with measurable business results - a balance I continue to bring to every project
