CB Casino
Carte Blanche Casino needed a complete website overhaul to elevate its digital presence and reflect a high-class, exclusive membership experience. There was no existing website to build on—just an outdated and ineffective digital footprint. I led this project as the sole designer, moodboard creator, brand specialist, and UI designer, creating a cohesive design system and visual identity from the ground up.
The goal was to design a dark, elegant, high-end casino experience, combining UX, visual design, and brand strategy.
Role:
Lead Designer, Brand Specialist, UI/UX Designer
Tools: Adobe XD, Photoshop, Illustrator
Tools: Adobe XD, Photoshop, Illustrator
Project Type:
Comprehensive Digital Experience Design & Brand Development
Project Goals/Brief
- Develop a luxurious, high-class aesthetic with black, gold, burgundy, and dark green as primary colors
- Maintain and refresh the existing content while elevating its presentation
- Create a design system and mood board to guide future development
- Emphasize clarity, hierarchy, and an exclusive “membership club” feel
- Build layouts that could scale across future pages and features
Strategic Brief Interpretation
The client wanted a dark-themed, premium feel inspired by high-end casinos and table games
Existing content was retained, but all visual presentation and hierarchy were redesigned
Inspiration included: Sahara Las Vegas, The Venetian, WinStar, and other luxury casino experiences
Assets included client-provided images and logos, with a new logo in progress
Homepage
Games
Games Expanded
Contact
Single Page
Before
Design Leadership & Decision-Making
Brand & Moodboard
- Created a moodboard reflecting luxury, exclusivity, and high stakes
- Selected a dark, elegant color palette with black, gold, burgundy, and dark green
- Developed typography and layout systems that reinforced the high-class feel
UX & UI Design
- Designed intuitive page layouts that highlight content hierarchy and visual focus
- Focused on user clarity and ease of navigation, even within a dark theme
- Balanced elegant visuals with readability, accessibility, and user experience
Strategic Design Decisions
- Established visual hierarchy to prioritize key content and calls-to-action
- Ensured scalability for future sections, games, and features
Created a flexible component system for development handoff
Strategic Value Delivered
- Transformed a non-existent / ineffective site into a luxurious, strategic digital experience
- Created a cohesive brand identity and design system ready for implementation
- Elevated client perception through high-class, exclusive visual storytelling
- Delivered full UX/UI design and brand direction as a single lead designer
While this project represents a conceptual redesign:
- Streamlined content hierarchy to improve user scanning and comprehension
- Improved visual clarity and accessibility in a dark-theme environment
- Scalable design system reduces future development effort
- Established branding and UX patterns to support future engagement metrics and conversions
