1. Challenge & Strategic Alignment

The project’s goal was to execute a comprehensive brand and digital transformation for GamCare, the UK’s leading gambling support service. The core challenge was to modernise an outdated identity and overhaul a fragmented site architecture that served two distinct audiences: vulnerable individuals seeking support and gambling operators fulfilling regulatory duties.

Goals

Business Goals: Establish a trustworthy, engaging digital presence that reduces the stigma of seeking help while creating a high-performance B2B portal to streamline regulatory accreditation.

Strategic Kickoff: As the Lead Designer, I spearheaded the strategic direction to shift the brand to a "digital-first" identity. I focused on a design rationale that balanced empathy for users in crisis with the professional stringency required for corporate compliance.

2. Process, Team, and Design Phase

The project followed a research-heavy, user-centric approach to ensure the new architecture could handle complex user journeys with total clarity.

Roles and Responsibility

Lead Designer: I was responsible for the end-to-end transformation, including rebranding, UX strategy, Information Architecture (IA), and UI design for the public site and B2B portal.

Team Members: The core project team consisted of myself (End-to-End Lead), a UX Designer, a Project Manager, a Frontend Developer and a Backend Developer.

Technical Collaboration: I worked in close partnership with the development team to ensure the adaptive branding and bespoke portal were optimised for technical feasibility and a seamless build.

Design phase and testing strategy

Information Architecture: I completely restructured the "confusing site architecture," using competitor analysis and user flows to prioritise intuitive navigation for users under stress.

User Understanding & Validation: We conducted thorough research to ensure the visual language was engaging rather than clinical, which was critical for user retention.

Bespoke Portal Logic: I designed the specialised journey for operators, turning a complex regulatory process into a streamlined digital-led experience.

3. Execution & Goal-Driven Design

The execution delivered a versatile and modern ecosystem that unified GamCare’s B2C and B2B service offerings.

Foundational Systems

Comprehensive Rebranding: Developed a vibrant new identity featuring a versatile icon and wordmark system designed for high adaptability across diverse digital touchpoints.

Intuitive UX/UI Design: Crafted a clean, accessible visual language that transformed complex support resources into digestible, easy-to-navigate modules.

Accessibility & Feasibility: Every design decision was made with accessibility at the forefront, ensuring the service was usable for all individuals, regardless of their circumstances or device.

4. Measurable Impact & Results

The transformation successfully repositioned GamCare as a modern, accessible leader in the support sector, leading to immediate performance gains.

Direct Resulting Impact

Service Delivery Optimisation: GamCare reported a marked improvement in services, directly attributed to the overhauled Information Architecture which allowed users to access help more efficiently.

Increased Engagement: Increased Engagement: The new design led to a significant uplift in site stickiness, proving that the "colourful and engaging" presence successfully kept users connected to the platform longer.

Regulatory Efficiency: The B2B portal empowered operators to fulfill their responsibilities faster, streamlining the path to safer gambling accreditation and enhancing overall user trust.

Summary

The GamCare transformation demonstrated how strategic IA and a empathetic brand identity can drive measurable service improvements. By leading the overhaul of their digital ecosystem, I delivered a platform that not only increased user stickiness but also fundamentally improved the delivery of life-saving support services.