As FanDuel expanded across products, audiences, and channels, the brand began splintering in too many directions. I initiated and led a company-wide rebrand to create greater consistency and establish one clear, ownable vision for FanDuel. Over nine months, I directed Interbrand and our internal teams through a complete evolution of the identity, including typography, color, motion, imagery, iconography, and design systems across every FanDuel product and touchpoint. The result gave the organization a cohesive creative foundation built to scale and shaped how the brand would show up for years to come.