Creating a scalable cohesion between brand and product in the growth department.

Establishing a point of view for DAZN's first impression

When I joined the DAZN growth team, I was in a unique position, focusing on our first point of contact with users through search and landing pages. While liaising with the brand team on campaigns and being introduced to back-end operations, it exposed the fractures in our brand and how it was being applied across our landing page experiences.

I set out to create alignment that would establish a point of view around how to give the DAZN brand a proper home for first impressions. The result became a narrative tool to overhaul our landing pages, enabling users to engage with our product before even signing up.

Fragmented brand execution across a global product

As various revenue product teams worked toward their individual goals, we ended up with fragmented implementations of our web experiences. Each team was pulling in different brand directions, resulting in a patchwork of inconsistent design decisions that didn't reflect DAZN's ambition or identity.

Examples of DAZN landing pages in different countries

A global workshop to surface the fractures

I facilitated a global workshop with cross-functional partners to identify inconsistencies in our brand and componentry, prioritise focus for an MVP, and create a shared perspective around brand elements in product.

I worked alongside the brand and creative team to provide context to the current state of our presentation. They gave an overview of the brand work: leveraging creative photography, colour, and language. We partnered to explore how to create an inspirational base that could guide teams globally to represent the DAZN vision.

DAZN brand guidelines

Three themes to guide the entire experience

Bringing new users closer to the product

I was curious about how to bring fans closer to DAZN before they subscribed. This could help build consistent expectations and streamline how teams work together by leveraging shared elements. While working on this, I was liaising with multiple teams to foster alignment on this vision of bringing the user closer to the product.

Comparative research and references

I engaged with engineers and delivery teams to understand the viability of having a sign-out version of the DAZN product which offers all the content without being able to view it. We found this to be a better option as it required no new design components and created alignment across the board.

Ideation explorations

A shared brand language that scaled globally

By creating a shared perspective across multiple teams around the globe, we were able to create a tighter relationship between the brand vision and users' connection to the product.

Final design