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OVER/UNDER
OVER/UNDER
OVER/UNDER
A new kind of sports social club.
A new kind of sports social club.
A new kind of sports social club.
Independent Concept · 2026
Creative Direction, Brand Identity, Interaction Design, Art Direction
Wordmark, in motion
Sports betting went mainstream. The experience never caught up.
Sports betting went mainstream. The experience never caught up.
Sports betting went mainstream. The experience never caught up.
Game day became a social occasion. Betting stayed on a phone screen — quick, solitary, transactional. OVER/UNDER asks what happens when everything around the wager matters as much as the bet.
Game day became a social occasion. Betting stayed on a phone screen — quick, solitary, transactional. OVER/UNDER asks what happens when everything around the wager matters as much as the bet.
Game day became a social occasion. Betting stayed on a phone screen — quick, solitary, transactional. OVER/UNDER asks what happens when everything around the wager matters as much as the bet.
Viewing room
The game is the excuse. The night is the event.
The game is the excuse. The night is the event.
The game is the excuse. The night is the event.
A sportsbook rebuilt as a private social club: the tension of the game, with the hospitality of a good night out.
A sportsbook rebuilt as a private social club: the tension of the game, with the hospitality of a good night out.
Olive moodboard
Burgundy moodboard
Membership cards
Betting slip, in motion
What’s the play?
What’s the play?
What’s the play?
Browse tonight’s games, call a play out loud, hold to confirm. Three steps, nothing extra.
Browse tonight’s games, call a play out loud, hold to confirm. Three steps, nothing extra.
Browse tonight’s games, call a play out loud, hold to confirm. Three steps, nothing extra.
Made for the moments between plays.
Made for the moments between plays.
Made for the moments between plays.
Food menu
Cocktail menu
Coasters
Campaign, New York
Good bets.
Even better taste.
Good bets.
Even better taste.
Good bets.
Even better taste.