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Projets // Bitsler

Ten years of equity, and a rebrand that couldn't afford a reset.

Collaboration w/ Juliana Ponze

Background

Bitsler had been live for over a decade with real brand equity and real drift alongside it, an inconsistent visual language and an identity ageing out of step with its market.

Problem

The owners weren't ready for a radical break, and a hard cutover risked the recognition the platform spent ten years building.

Approach

A measured identity shift that preserved the equity, backed by one coherent design system, rolled out incrementally across a live product.

Outcome

The brand modernised in place, surface by surface, with no downtime and without startling the people who use it daily.

10

Years of brand equity

0

Days offline

46

Pages of research

Case study

Promotional work, year one

Where I came in

I joined as a graphic designer on the promotional surface: campaign banners, seasonal pushes, multi-size sets built out from a single master layout, social design across platforms. Turnaround inside a live product ran same day.

Promotional work

Trusted on legacy, needing a bridge into the new world

A year in, with a branding background behind me, I was asked to do a deep dive into Bitsler.

I opened with research rather than concepts: competitive benchmarking across crypto gaming, secondary research, personas, SWOT analysis. It found the gap the category had left open, and the rebrand was built to take it.

Visually the problem was plain. Blue read as generic in a category where everything is blue, the visual language had drifted far enough that nothing quite matched anything else, and the identity had aged out of step with the market.

The next step was to modernise enough to compete for people who had never heard of Bitsler, without spending the recognition that kept the existing base loyal.

Before and after

The direction

The recommendation was a warmer, more modern register anchored on orange, deliberately away from the blue the category defaults to.

What didn't change mattered as much. Density, layout conventions, and the habits regular players rely on stayed intact. Typography and colour carried the shift on their own. I presented the reasoning and positioning to the owners, and the direction held through into Bitsler 2.0: new identity, game design, and UI.

One system to carry it

Working alongside Juliana Ponze, we rebuilt the surface into a single design system: typography and colour tokens, iconography, and a component library. Contrast checked, mobile first, built so the identity could be applied without redrawing screens each time.

The system is what made the rollout possible. It shipped in pieces, product surface by product surface, with no downtime and no cutover moment.

Buttons, every state

Side quest

Reading behaviour, not opinion

Microsoft Clarity heatmaps and session recordings drove the structural changes, mobile navigation first. I connected Claude to the Clarity data to surface behavioural patterns faster than manual review allowed, then used agents to pressure test layout options before committing to one.

The cashier was the clearest case. Errors surfaced only on submission, so people filled the form, hit the button, and were sent back with no clear read on what had failed. Money is the one place on the platform where confusion costs trust. The redesign moved validation inline and cut each step back to what it actually needed.

Changes were validated post-launch through behaviour, not opinion. The same read fed the creative pages built to pull engagement, VIP and referral.

Cashier, before and after

Old withdrawal logic
New withdrawal logic