Black Professionals @Entain
When Entain launched the Black Professionals Network, the ambition was clear: create a culture where Black colleagues felt represented, supported and empowered to thrive.
My role was to lead the creative direction and develop a visual identity that reflected the energy, ambition and purpose of the network while encouraging engagement across the business.
Many employee networks can feel overly corporate or disconnected from the people they represent. We wanted to avoid that.
The challenge was to create an identity that felt authentic, modern and inclusive, while appealing to colleagues across both retail and office environments. It needed to inspire participation, build recognition and create a sense of belonging from the outset.
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Creative Direction
Visual Identity
Art Direction,
Brand Guidelines
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Sports, Gaming & Entertainment
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Design Lead
My Approach
I believed the identity needed to feel vibrant, optimistic and people focused.
Rather than relying on traditional corporate visuals, I explored a more expressive creative direction that celebrated diversity, connection and progress. The aim was to create something colleagues would genuinely feel proud to be part of and rally behind.
Working closely with the design team, I helped shape a visual language that balanced professionalism with personality, ensuring it felt distinctive within the wider Entain brand.
Bringing It To Life
I led the creative direction throughout the project, supporting and mentoring designers while remaining hands on where needed across the creative process.
Together, we developed a bold visual identity using vibrant colour palettes, contemporary illustration styles and dynamic layouts that brought energy and movement to the brand.
The identity was rolled out across a wide range of touchpoints including event materials, internal communications, merchandise, animation, presentation assets and brand guidelines. This created a consistent experience that helped colleagues recognise and engage with the network wherever they encountered it.
Impact
The Black Professionals Network launched with a distinctive and recognisable identity that helped build awareness and engagement across the organisation.
The creative work gave colleagues a visual platform they felt represented the spirit of the network, helping foster a stronger sense of community, visibility and belonging.
For me, the success of the project wasn't simply the visual identity itself, but seeing colleagues embrace it and use it as a catalyst for meaningful conversations, connection and positive change within the business.
