Share 
Bonus TL;DR
- Fanatics Casino recently rolled out a refined new brand identity across its digital app and marketing channels after partnering with Leeds-based creative agency Supersonic to reshape its online casino presentation.
- The redesign, built around the concept “Clarity creates colour,” moves away from traditional loud gaming aesthetics, utilizing glass and light effects to give the Fanatics casino product a quieter, more focused user experience while maintaining its connection to the broader sports brand.
Fanatics Casino has rolled out a new brand identity across its app and marketing channels after hiring Leeds-based creative agency Supersonic to reshape the expanded casino brand.
The update matters because it signals how Fanatics wants to position its online casino product in a crowded category: less visual clutter, more clarity, and a design system meant to stay recognizably tied to the broader Fanatics brand. The source report did not specify a launch market or whether the work included changes to app functionality.
Fanatics positions casino app around a quieter design system
According to Prolific North, Supersonic was brought in to “elevate expectations of the category while remaining authentically Fanatics.” The agency’s core concept is called “Clarity creates colour.”
Supersonic said the idea was to move away from the noise often associated with casino apps and instead make the experience feel quieter and more focused. In the agency’s framing, clarity represents restraint, focus, ease, and a more refined user experience, while color is meant to convey excitement once distractions are removed.
The visual system uses glass, light and refraction to create motion and energy without relying on clutter. It also builds on Fanatics’ existing black-and-white brand look while adding more color, depth, and movement.
Michael Afflick, VP marketing, Casino at Fanatics, said: “We weren’t looking for another Casino brand. We were looking for something that could elevate expectations of the category while remaining authentically Fanatics. Supersonic brought a clear point of view, pushed us in all the right ways, and delivered a system that gives us the flexibility to grow.”
Rollout spans digital, promotions, CRM and communications
The new identity has already been rolled out across the Fanatics Casino experience, including digital channels, promotional creative, game launches, CRM, and broader communications, according to the report.
Brad Hill, co-founder and strategy director at Supersonic, said the category often pushes brands to be “louder, brighter and more attention-grabbing,” but the agency saw “an opportunity to do the opposite.” He added that “Clarity creates colour” gave the firm “a simple idea that could drive the whole identity” while giving the brand flexibility.
What is not yet clear from the source is whether the redesign is tied to a wider product expansion, specific regulated markets, or any changes to the underlying app build. For now, the confirmed update is a brand and design rollout intended to shape how Fanatics Casino looks and communicates across its customer-facing touchpoints.
Source: As reported by prolificnorth.co.uk.
