betting.betfair — Bringing the brand’s editorial home up to standard

betting.betfair.com was blocky, outdated, and disconnected from Betfair’s product identity. The fragmented experience was killing conversion.

Problem: the editorial site was disconnected from Betfair’s product — users had no seamless path between content and betting.

Role: I owned the full revamp end-to-end, including defining the visual direction and its evolving brand identity.

How: a full UX overhaul across mobile and desktop, improving hierarchy, navigation and content discoverability throughout.

A content hub that now converts.