BETDAQ World Cup 2026 Campaign
Bringing the World Cup to life through a Top Trumps-inspired visual identity and interactive digital experience.
- Client
- BETDAQ
- Role
- Senior Designer
- Discipline
- Concept Development, Art Direction, UX/UI Design, Front-end Development
- Tools
- Figma, Adobe Creative Suite, HTML, CSS, JavaScript
The brief
BCreate a distinctive and engaging campaign for the 2026 FIFA World Cup that could be used across BETDAQ's marketing channels while providing a dedicated destination for customers to follow the tournament.
The campaign needed a strong visual identity that could work across digital advertising, social media, email and the BETDAQ website, while bringing together fixtures, results, betting markets and tournament content.
Process
Concept Exploration
I explored several creative directions inspired by football culture and tournament nostalgia, including sticker books, newspapers and collectible football cards.
After experimenting with different approaches, I developed a concept inspired by Top Trumps. The familiar card format provided a playful, recognisable visual identity that could be adapted across the campaign and extended into an interactive experience.
Visual Identity & Card Design
With the concept established, I developed the visual direction for the campaign, defining the card layouts, typography, colour palette, illustrations and supporting graphic elements.
The challenge was to create a consistent design system that felt connected to the World Cup while remaining flexible enough to represent different teams, fixtures and promotional messages.
The final card designs became the central visual element of the campaign, creating a recognisable identity across all marketing touchpoints.
World Cup - UX/UI Design
Alongside the campaign creative, I designed a dedicated World Cup Hub to act as the central destination for BETDAQ's tournament coverage.
The hub brought together key information and content, including:
- Live odds and betting markets
- Fixtures and results
- Group tables and standings
- Tournament news and articles
- Interactive World Cup content
I designed the layout and user interface to make it easy for customers to navigate between tournament information and relevant betting markets.
I also worked with a developer to integrate live betting odds into the hub, ensuring the experience was connected to BETDAQ's betting platform.
Interactive Top Trumps Game
To extend the campaign beyond static visuals, I designed and developed an interactive Top Trumps-inspired game that was embedded directly into the World Cup Hub.
Using the card designs and visual identity created for the campaign, I built the game myself, using AI-assisted coding to support the development process.
This allowed me to take the concept from initial design through to a working interactive experience, combining UI design, front-end development and user interaction.
The game added another layer of engagement to the World Cup Hub while maintaining a consistent visual connection with the wider campaign.
Campaign Rollout
The visual identity was adapted across multiple digital touchpoints, including website banners, promotional imagery, CRM emails and social media.
The flexible card system allowed the campaign to remain visually consistent while accommodating different fixtures, teams and tournament stages.
Outcome
The result was a cohesive World Cup campaign that went beyond traditional marketing assets, combining a distinctive visual identity with a dedicated tournament hub and an interactive game.
By carrying the Top Trumps concept from initial exploration through to the final digital experience, I was able to create a consistent connection between the campaign creative, website UI and interactive content.
The project brought together concept development, visual design, UX/UI design, front-end development and developer collaboration.