Office Pools Bets


Office Pools Bets [OPBets] is an online sports betting platform operating out of Ontario, Canada. They exist to elevate traditional gambling for the betterment of Canadian bettors, sports fans, and our local communities.

GSL Group
Office Pools Bets
Identity, Strategy, Positioning

Brett Snowball was contracted to assist in strategy, market analysis and provide a complete visual identity for OPBets 2023 launch. Working as the Art Director alongside a team of strategists, copywriters and software engineers to develop a Canadian-focused, live-action sports betting platform.

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Approach + Design challenge

We approached this project with a customer-centrist focus. Everything was related back to our market strategy, and customer profiles as we built communications channels, brand standards and graphics.

We focused on three key market profiles operating in Ontario – the only province where live-action sports betting in Canada (currently). The challenge was aligning our visual styles to customer expectations of what sports betting platforms look & feels like.

Our brand personality does a great job summarizing this: We are a brand for the everyday Canadian. Our brand is humble and has the best interest of our users, and the communities we give back to at the forefront of minds with everything we do, because we are passionate every-day, Canadians.

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Solution + Takeaways

This is a brand that’s Canadian at its core where we have our users and community in mind first and foremost. Brett Snowball provided a brand identity and direction that feel authentically Canadian – from the colours, to typography, visual styles and beyond.