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Berker Agun

Product Design Lead · Stockholm

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Berker Agun
All work

One product, many brand identities

An established Swedish casino brand and a new one in development share one product structure: the same components, flows and responsible-gaming patterns, with each brand’s identity applied on top.

Brand
Two Swedish casino brands
Market
Sweden
Platform
Mobile and desktop web
Role
Lead product designer: research, UX and UI

Tools: Figma

Brand board for the established brand: logo, colour palette and typeface.

Context

Running several casino brands in one market means building the same things repeatedly: a lobby, a wallet, deposit limits, account closure, jackpots. Swedish regulation also puts the same responsible-gaming controls on every brand.

Instead of designing each brand from scratch, both files follow one architecture: Components, Mobile flow, Desktop flow and feature sections such as Internal jackpot. A new brand starts from a working product and changes the identity layer.

Established brand’s desktop lobby in light blue: continue-playing banner, category chips, game swimlanes, a weekly jackpot banner and a three-tier jackpot module.
Established brand: desktop lobby.
New brand’s desktop lobby in dark purple with the same structure: banner, category chips, game swimlanes and a three-tier jackpot module.
New brand, in development: same structure, different identity.

My role

I did the research and the UX and UI for both brands: the shared component and flow structure, and how each identity is applied on top of it.

Process

Each brand defines only its identity layer: logo, colour palette, gradients and typeface. Everything below that layer is shared.

Shared across brands

  • ComponentsSide menu (logged in and out), wallet, deposit and withdrawal sheets, in-game behaviour, modals, toasts, progress bars, search, alerts, buttons and switches.
  • FlowsLanding page, casino and live-casino lobbies, splash screens, my account, in-game deposit and return from the cashier.
  • FeaturesInternal jackpot with three tiers (Mega, Stora, Lilla), welcome-offer banners for mobile and desktop.
Overview of the established brand’s Figma page: mobile flows, a component section with side menu items, toasts, progress bars, modals, accordions, buttons and animations, and brand elements.
Established brand.
Overview of the new brand’s Figma file with the same sections: mobile flows, components, desktop flow, hard loss limits, internal jackpot and account closure.
New brand, built on the same structure.

Responsible gaming, everywhere

Responsible-gaming controls are part of the shared layer, so no brand can ship without them. The header always carries Spelgränser, Spelpaus and Självtest. After login, players see their current deposit limits, their net loss over twelve months and when they last logged in, before they continue.

The new brand adds flows for hard loss limits and for closing an account, with a clear choice between keeping and deleting it.

Desktop lobby with a modal titled Dina spelgränser listing daily, weekly and monthly deposit limits, the net loss over 12 months and the last login time, with a Fortsätt button.
Limits shown at login: daily, weekly and monthly deposit limits, net loss and last login.

Outcome

The new brand is being built on the shared structure and has not launched yet. Starting from a working product means design time goes into what makes the brand different, not into rebuilding the wallet, lobby and limits.