Unlocking Potential

While working as EVP of Marketing & Growth at WPP, I received an RFP from DraftKings for a new design system. The obvious choice would have been to partner with one of the globally renowned brand agencies within the WPP network. But, intuition led me elsewhere.

Instinctively, I was drawn to take a strategic gamble on Makerhouse, a smaller and less recognized studio within WPP. My familiarity with their team and their decades of dedicated work with Ford had cultivated a versatility and depth that seemed ideally suited for DraftKings' needs.

The challenge was to shift DraftKings’ perspective, to see Makerhouse as more than just a single-client studio. By highlighting Makerhouse’s success in differentiating Ford’s brands—Mustang, Bronco, Lincoln, the Built Ford Tough platform, and more—we showcased their ability to craft individual yet cohesive brand experiences. This approach was key in demonstrating Makerhouse’s capability to forge a complex yet unified branding strategy for DraftKings.

Following our successful pitch, I provided creative and strategic oversight on the initial work, ensuring that Makerhouse’s approach aligned with DraftKings’ goals. Their initial work focused on leveraging the tilt of the crown from DraftKings’ logo as the backbone of a new design system. This strategic element proved key in driving cohesion and distinction across DraftKings’ portfolio of offerings.

Initially, I remained involved with the account, guiding the partnership towards a solid foundation. Today, the collaboration continues to thrive, earning recognition from D&AD and other industry accolades for Makerhouse’s innovative contributions to the brand.

This journey with DraftKings and Makerhouse stands as a testament to the value of trusting one’s instincts. It underscores the importance of selecting a partner not only for their established reputation or current narrative but also for their potential.