CLIENT

Chalkboard

The #1 Fantasy Sports App

ROLE

Lead Designer

Creative Direction, Motion & Graphic Design, Copywriting

OVERVIEW

Chalkboard is an emerging challenger in the Daily Fantasy Sports market. Working within a pending brand evolution, I led the creative execution for paid social campaigns, navigating the unique legal constraints of the sports industry (such as the inability to use official athlete likenesses or team logos) to build brand authority from the ground up.

GOALS

Establish a distinct visual identity in a saturated DFS landscape.
Maintain stable, low CPAs while scaling spend across high-volume social channels.
Leverage social proof and app-utility to convert users from established competitors.

STRATEGY

Capitalized on a pending rebrand to experiment with diverse aesthetics, ranging from UI-heavy technical layouts to gritty, in-the-culture organic sports imagery.
Designed seasonal and localized campaigns that aligned with real-time rivalries and trending regional sports moments to increase relatability.
Developed stylized graphic treatments and abstract sports motifs to circumvent licensing restrictions while maintaining a premium, authentic sports feel.

RESULTS

Delivered consistent top-performing creatives that maintained low CPAs even during high-scale experimental phases.
Successfully utilized feature-focused designs and "big win" visualizations to drive significant user growth and social proof.
Established a flexible design system that allows the brand to remain agile and relevant throughout the shifting sports calendar.