Case study

BOYLE Sports

I manage the design process for both print and digital advertising, ensuring brand consistency, speed, and impact under tight deadlines.

BOYLE Sports is Ireland’s largest independent bookmaker, operating across retail and digital channels in both Ireland and the UK. The company runs extensive print and digital marketing campaigns spanning iGaming, sports betting, and brand engagement across national media and online platforms.

BOYLE Sports 2025 review and rebrand spreads

BOYLE Sports “Why choose BOYLE Sports?” feature cards

The creative team face an intense, high-volume production environment, requiring hundreds of assets to be designed and delivered daily across multiple channels.

BOYLE Sports football bet builder designs

BOYLE Sports sports betting site screens

The problem

The creative team face an intense, high-volume production environment, requiring hundreds of assets to be designed and delivered daily across multiple channels. Campaigns often launched at short notice, with tight turnaround times for both national press and digital channels. Additionally, a company-wide rebrand demanded consistent visual application across thousands of digital touchpoints — including more than 750 landing pages — all while maintaining uninterrupted campaign output.

My solution

Campaign delivery

Most recent World Cup campaign achieved 124% of its first-time depositor target
Irish Grand National campaign contributed to a 54.6% increase in registrations and a 56.4% lift in first-time depositors
Cheltenham Festival saw campaign assets result in performance 97% higher than the previous year and 92% above target
I deliver hundreds of digital assets daily (static, video, GIF, and landing pages) for social, affiliate, and PPC campaigns — supporting iGaming and Sports acquisition marketing teams internally
Produce and submit 100+ national press ads monthly for The Sun, The Daily Star, The Mirror, and Racing Post

The rebrand

Led the rebrand implementation across 750+ landing pages, updating layouts, imagery, and design systems in line with new brand guidelines — carried out in under a fortnight, with optimisation continuing over the following months

AI & support

Supported the creation of a new internal photography library using AI tools such as Midjourney, Firefly and Flora and produced campaign videos using Runway to speed up content generation
Supported internal teams with PowerPoint and presentation design to maintain brand consistency

Tools

Business as usual

The day-to-day, at volume

Statics & landing pages

Static assets for social, affiliate and PPC, alongside landing pages built and updated in Instapage — the pages every campaign drives to.

Statics a week: 400+
LPs updated weekly: 150+

BOYLE Sports horse racing statics and landing pages

Campaigns

A year-round calendar of campaigns

We run a packed calendar of campaigns every year — from the biggest dates in racing, like Cheltenham and Royal Ascot, through internal special-offer weeks, to global moments such as the World Cup. Each one needs its own look, built quickly and rolled out across every channel.

01Cheltenham Festival

Racing’s biggest week. A full campaign across national press, social, affiliate and landing pages, ready to go live for day one of the Festival.

Above target: 92%
Higher performance YoY: 97%

BOYLE Sports Cheltenham Festival creative on mobile

02Irish Grand National

One of the biggest days in the Irish racing calendar, with creative carried consistently across site, app and social.

Increase in registrations: 54.6%
Lift in first-time depositors: 56.4%

BOYLE Sports Irish Grand National creative across devices

03World Cup

A global tournament means weeks of always-on creative, refreshed match by match across every channel.

Of the first-time depositor target: 124%

World Cup campaign creative in progress on a Flora canvas: football action shots turned into short videos

AI workflow

Automating processes with AI

Speeding up production for campaigns. Kit images used to be made one at a time — often taking 30 minutes per kit, depending on complexity. Now we batch-produce kits en masse, in minutes, using Flora.

Every kit used to be made individually
Often up to 30 minutes per kit, depending on complexity
Now batch-produced en masse, in minutes
One reusable Flora workflow

AI × After Effects

Bringing gaming creative to life

How we now use AI paired with After Effects to bring creative to life for the Casino social team.

From game art to social-ready motion

01Game artSource image
02Motion promptClaude
03AnimationSeedance
04UpscaleTopaz
05SoundElevenLabs
06Final editAfter Effects

Boyle Casino · Social team

Flora workflow: game art prompted with Claude, animated in Seedance, upscaled in Topaz, with sound from ElevenLabs

Generated background

Final output

4 Fantastic Vikings · Hold the Gold

Internal branding

Shaping BOYLE’s brand worlds

The Buz

A new BOYLE’s brand for a weekly social video series on YouTube and Instagram, in partnership with Olivia Buzaglo. In a very short space of time I created the logo, its variations and a sample design system for the show. The identity is now live across the weekly series — in YouTube thumbnails and on Instagram.

Weekly · YouTube & Instagram

Instagram post from The Buz: Olivia Buzaglo with the headline 'Harry Kane has to win it!'

Internal documentation

A year’s worth of employee effort and achievement, gathered into one guide — the Year in Review, circulated to BOYLE’s global workforce of more than 2,000 people.

Print Digital

At the start of the year I brought the Year in Review guide to life, shaping Word documents and image files into a guide designed for both print and digital use.