Betcha

Betting in New Zealand has always been a one-horse race, until Betcha burst onto the scene. The bolter no one saw coming, Betcha launched in August 2024, shaking up the NZ punting world with a bold, challenger brand mindset. But before launch, my team had to elevate a bare-bones set of brand guidlines that didn’t fully capture its cheeky, disruptive spirit. I led the brand extension, expanding the color palette, design elements, and imagery using AI tools. The result? A dynamic, adaptable identity that punched above it's weight from the beginning.