Landing pageS
TL;DR / Summary.
As a Mid-weight Designer at Pinnacle, I led the end-to-end redesign of a new acquisition landing page for the Casino Team; transforming a brief for a single promotional page into a modern, flexible, and localisation-ready template that supported seven languages, two product types, multiple promotional formats, optional sign-up forms, and full responsiveness across a range of screen resolutions. Recognising the broader opportunity, I proposed that the new design should function as a scalable framework for all future Pinnacle landing pages.
The project required close collaboration across the Affiliates, Design, Content, Localisation, and Development teams. I coordinated communication, defined requirements, managed timelines, and presented at key milestones throughout. When key stakeholders unexpectedly left the company mid-project, I assumed full ownership, maintaining momentum and delivering the project to completion without disruption to the timeline.
The completed template was adopted as the design standard for all future Pinnacle landing pages, with the Chinese market landing page becoming the first to utilise the new framework. The project marked a pivotal point in my career at Pinnacle, contributing to my progression from Mid-weight to Senior Designer.
The Brief.
The Casino Team at Pinnacle needed a new landing page to promote their core USPs; an unbeatable experience, a chance to win big, and weekly promotions. Rather than adapting the existing Affiliates landing page template, which had become dated and wasn't suited to a promotional context, the Casino Team wanted a fresh approach that incorporated the new imagery the Brand Team had recently developed for Casino promotional material, and removed the standard header navigation to create a more focused, conversion-oriented experience.
Recognising the opportunity to create something more scalable, I proposed that the new design should function as a flexible template capable of serving multiple products across Pinnacle, including the Sportsbook and beyond. The page would need to support seven languages including Japanese, Korean, Norwegian, Portuguese, Russian, Spanish, and Swedish, accommodate single or dual promotional messages, incorporate optional sign-up forms, highlight Pinnacle's USPs, and be fully responsive across a range of screen resolutions. It also needed to be built within the CMS so that different product teams could populate and update it whilst adhering to a consistent structure and brand identity.
In the initial project meeting, I outlined objectives, timelines, stakeholder involvement, and communication channels, setting up weekly check-ins and defining key deliverables across the Affiliates, Design, Content, Localisation, and Development teams. The goal was a future-proof template that would serve as the design standard for all future Pinnacle landing pages; an idea that was subsequently adopted company-wide.
Pinnacle Affiliates: original landing page template
New landing page template
Competitor Research and Analysis.
The Casino Team provided a selection of landing page examples from other betting companies as a starting point for the research phase. Together we discussed their rationale for choosing these examples, what they liked and disliked about each, and analysed the strengths, weaknesses, and potential alignment of each approach with the requirements of the brief.
After assessing the opportunities and constraints each example presented, I collaborated with the Content Team to establish the initial copy for the page, sharing design-led guidance around copy length and structure informed by the competitor analysis. This ensured the content was shaped with the layout's constraints and opportunities in mind from the outset, providing a solid foundation for the wireframing phase that followed.
Wireframing.
Reviewing the requirements and competitor examples, it was clear the template would need to accommodate considerable flexibility; varying copy lengths, multiple promotional formats, and a range of optional elements. A left-aligned layout felt the most appropriate approach given the volume of variables the page would need to support, providing sufficient space for copy and imagery without the design feeling cluttered or compromised.
Considering the information hierarchy, it felt most intuitive to lead with the promotional offer alongside the imagery, with Pinnacle's USPs running beneath across the full width of the page. Terms and conditions were positioned at the bottom of the page and contained within an accordion component, allowing users to expand the content if needed, ensuring they didn't interfere with the primary content and visual flow. Both desktop and mobile wireframes were produced and presented to the Casino, Content, and Development teams, all of whom agreed the proposed information hierarchy and layout was the most suitable approach. The presentation also gave each team a clear picture of what to expect in terms of their respective contributions to the rest of the project.
Whilst project timelines didn't allow for formal user testing at the wireframe stage, I asked the dedicated UX designers to review the wireframes, provide guidance and a UX steer to strengthen the designs within the constraints available. Had it been possible, I would have used a combination of ethnographic observation and one-to-one interviews to identify any potential pain points and validate the design decisions before moving into the UI phase.
UI Design.
With the wireframes approved, I began the UI phase by creating mood boards to establish a visual direction for the landing page. Experimenting with gradients, textures, typography, and imagery across both Casino and Sportsbook contexts, the design started to gain traction. USPs were deliberately excluded from these early iterations to focus on establishing the overall aesthetic whilst awaiting finalised copy from the Content Team. Regarding imagery, the Design Team informed me they were developing a new in-house creative style, and we agreed this project would be an ideal opportunity to showcase it. The discussion extended to typography, identifying the need to unify a single typeface across UI and Design Team projects. The outlined italic typeface used in the preliminary designs was identified as unsuitable for localised text, and a simpler, more versatile approach was agreed upon.
Early iterations of the casino landing page
Early iterations of the sportsbook landing page
Several considered design decisions contributed to both the visual quality and functionality of the template. A blur effect was applied to the USP container where it sat over the background imagery, improving text legibility and preserving accessibility without requiring a stark visual cut-off between the image and the USP section. Pinnacle's existing brand components — buttons, checkboxes, input fields, and the language selector — were reused throughout to maintain brand alignment and consistency. The combination of smaller all-caps text above and below the main title, alongside an 'OR' divider housed within a circular container, both originated here and subsequently became brand staples used across other Pinnacle projects. The USPs were intentionally excluded from the dual offer version, a strategic decision made in collaboration with the Content and Casino teams to prioritise the promotional messaging in that layout.
Final landing page design - single offer
Final landing page design - single offer - Korean
Final landing page design - registration form
Final landing page design - dual offer - registration form
Final landing page design - Sportsbook version
Final landing page design - at 1920px, 1280px, 1024px, 900px and 768px screen resolutions
The template was then designed across multiple resolutions, with the finalised localised copy used to validate font size choices across all seven languages. Fortunately, even with longer languages such as Russian, the chosen sizes proved appropriate. Accessibility was validated throughout; colour contrast was checked against established standards, and font sizes were confirmed as legible across all screen resolutions including mobile. Midway through this phase, key stakeholders unexpectedly left the company. Drawing on my experience and involvement since the project's inception, I informed the relevant teams, outlined a clear plan of action, distributed tickets to maintain timelines, and ensured a quick turnaround of localised mockups, presenting them to the Content and Localisation Teams for approval. I completed the remaining design use cases, before presenting to all relevant teams to confirm requirements had been met and secure the green light to move into development.
Development.
I set up a handover meeting with the Development Team to transition the project into the build phase. Designs were uploaded to Invision, allowing developers to inspect front-end properties directly from the design files. Alongside this, all assets including iconography and imagery were prepared, exported, and supplied, together with a style guide covering responsive font sizes, spatial alignments, and colour usage. Behavioural specifications and interaction states for elements such as the language selector and sign-up form were also designed and provided as reference, ensuring the Development Team had everything needed to build the page accurately and efficiently.
Throughout the development process, I acted as a design consultant, answering questions and providing clarification as the team carried out their work. Accessibility implementation was also confirmed at this stage; alt tags, keyboard navigation, and visual indicators were verified in the code to ensure the page met the required standards. Once development neared completion, I conducted a front-end review as a means of quality control, cross-referencing the built page against the design files across multiple resolutions. A list of minor amendments was compiled and returned to the Development Team for implementation, ensuring pixel-perfect fidelity between the design and the live page.
Style guide for the Development Team
Registration form behaviour
Post-Launch Performance.
Following the completion of the landing page template, the Affiliates Team were the first to utilise it, with the Chinese market landing page being an early example of the template's flexibility in action. For this version, the USP treatment was removed and replaced with a Testimonials section, for which I designed a new testimonial component that adhered to the established landing page style to maintain visual consistency across the template.
The landing pages served their purpose and remained live for a period, however my manager and Senior Project Manager reallocated my time and resource to other prioritised Pinnacle projects, meaning the post-launch review that had been planned as part of the project could not be thoroughly carried out. Whilst this was a missed opportunity to validate the design decisions and continue improving the template iteratively, it reinforced the importance of ensuring post-launch review is adequately resourced within project plans.
Had I been able to carry out a thorough post-launch review, the next phase would have focused on:
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Reviewing analytics, heat map data, and qualitative user feedback to understand behaviour, identify drop-off points, and assess engagement across language and product versions
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Conducting an A/B test comparing the new design against the previous version to measure conversion uplift, with findings shared with the Affiliates Team to determine the best-performing design for full rollout
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Applying insights to refine and improve the template before extending it further across Pinnacle's product range
Nonetheless, the project delivered a modern, flexible, and localisation-ready template that was adopted as the design standard for future Pinnacle landing pages, demonstrating that a single, well-considered design framework could serve multiple products, markets, and languages consistently and at scale.
