FanDuel

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FanDuel

DELIVERABLES

Tone of Voice

A distinctive, action-packed voice was created to help the brand make a mark and invite in new audiences.

AWARDS

Gold, Transform Award, Best use of copy style and tone of voice

To stand out in the increasingly crowded field of online gaming, FanDuel needed a brand refresh to help it differentiate itself and create a cohesive story across their casino and sportsbook businesses.

Through a collaborative process with key stakeholders, a tone of voice was created to elevate the accessibility and playfulness of the brand that could balance offer-led copy with more emotive and engaging language. Three key principles: Playful Boldness, Always Relatable, and Everyone's Invited define the tone of voice and help the brand stay cohesive and engaging across channels.