Throughout my 11 years of professional experience at Paddy Power, it would be impossible to showcase everything that was produced by the talented teams during that time. I had the privilege of witnessing the extraordinary growth of Paddy Power’s online division, evolving from a small group to a thriving workforce of hundreds. Beginning my journey as a designer, I swiftly advanced to the esteemed position of Head of Design, leading a team of 25 individuals spread across London, Rome, Madrid, and Dublin.

As the driving force behind Paddy Power’s design endeavors, I oversaw a wide range of projects encompassing the entire spectrum of online products. This included spearheading groundbreaking initiatives like the design of our pioneering iPhone betting application, as well as crafting captivating online, television, and print advertising campaigns. I also played a key role in executing comprehensive 360-degree campaigns, retail advertising efforts, and strategic billboard placements.

Under my guidance, expert teams specialized in Product Design, Creative Design, Print Design, and Production. A significant portion of my time was devoted to providing strategic direction, setting ambitious goals, and offering mentorship to foster individual growth. I effectively collaborated with stakeholders at all levels, from esteemed C-suite executives to dedicated customer service representatives, ensuring seamless alignment between design efforts and overarching business objectives.

My tenure at Paddy Power was personally fulfilling, marked by the formation of lasting friendships and a deep appreciation for the exceptional working environment the organization provided. Over the span of 11 years, my teams and I successfully delivered numerous impactful projects across diverse touchpoints. While the following examples offer only a glimpse of our extensive body of work, they serve as an indicative overview, demonstrating the breadth and depth of our creative contributions.

This represents the volume of creative and design work generated by the creative, print, and production teams within our organization during a typical quarter. As the head of the design organization, I oversaw a wide range of projects, including product design. While the product design team had a more limited involvement due to the longer development cycles of app and web design products, they were integrated into agile teams to ensure seamless collaboration and successful outcomes.

The Paddy Power Style Guide represents a meticulously crafted and all-encompassing compendium, meticulously outlining design principles and guidelines across every touchpoint within the company’s vast ecosystem. With a focus on digital experiences, product design, print materials, and creative endeavors, this comprehensive guide serves as an authoritative resource, ensuring a cohesive and visually captivating brand presence across diverse mediums. By harmonizing design aesthetics, typography, color palettes, and imagery, the style guide empowers designers and creatives to consistently deliver compelling and on-brand experiences that resonate with Paddy Power’s audience..

These showcased examples exemplify the outcomes of the site redesign endeavor, carried out during that period. By diligently implementing the newly established guidelines, the redesigned website embodies a harmonious fusion of aesthetics and functionality. Attention was given to enhancing the user experience through intuitive navigation, streamlined interactions, and visually captivating design elements. These examples vividly demonstrate how the implementation of the new guidelines successfully translated into tangible improvements, ultimately resulting in a more engaging and user-friendly product design for the website.

This is the design of a customer account page that enables users to deposit, withdraw, and view their spending history on both iPhone and iPad versions. The design focuses on providing a user-friendly platform for managing financial transactions and gaining insights into expenditure patterns.

The iPad design exemplifies the team’s creative prowess and adherence to the established guidelines. Crafted with a strong emphasis on product design, this iteration demonstrates a meticulous fusion of form and function. The team’s attention to detail is evident in the sleek and intuitive interface, thoughtfully designed interactions, and seamless user experience. This iPad design stands as a testament to the team’s commitment to delivering a visually captivating and user-centric product, showcasing their ability to translate the guidelines into a tangible and compelling design solution.

As the sole designer behind the highly successful Irish Open Brand, I meticulously crafted every aspect in close collaboration with renowned poker professionals. The result is a brand that has achieved global recognition as one of the premier poker tournaments in the world. Its international acclaim and widespread reputation are a testament to my expertise in creating a brand that resonates with audiences across borders

I was personally entrusted with the design of the Airton Risk brand by the CEO, recognizing my expertise in the field. Since its inception, the brand has emerged as a cornerstone within Flutter’s portfolio of global brands. With a remarkable trajectory, it has solidified its position as a key player in the industry, contributing significantly to the overall success and influence of Flutter’s brand ecosystem.

The showcased examples were produced by our highly skilled creative team, which had a strong focus on online advertising, video production, microsites, and banner advertising. These exemplify the team’s exceptional talent for crafting engaging digital experiences. Through innovative storytelling techniques, visually stunning videos, and captivating microsite designs, our team successfully captured the attention of audiences and effectively conveyed impactful brand messages. Moreover, their expertise in creating eye-catching banner advertisements played a vital role in driving user engagement and conversions. Although these examples represent a glimpse into the team’s past achievements, they highlight the breadth of our digital and creative capabilities in delivering outstanding assets for online campaigns.