Fanduel x Smirnoff
The Task
Create a logo and assets for a Fanduel + Smirnoff co-branded Pick’Em game that runs throughout key moments of the NFL season. The logo had to include Smirnoff and Fanduel core elements: the Smirnoff logo, the No. 21 vodka symbol, Pick’Em Game Title (Cocktail Pick’Em), an interchangeable sub-line that could be adjusted throughout the whole NFL season (Sunday Prime Time, Playoffs & Super Bowl), the Fanduel logo and football imagery.
The Solve
Using the name “Cocktail Pick’Em” as the focal point, I included nods to cocktails in the logo. The yard lines grow into simplified martini glasses. The outer edges flare out beside “Sunday Prime Time” and suggest a cocktail glass silhouette as well. The lines behind the football spread out as a bridge between the type and the football icon. “Sunday Prime Time” includes adjustable lines to be changed into “Playoffs” and “Super Bowl” as the contest progressed.
Fanduel Design Director: Brett Lemberger