National Poker Series
Project Type
Multi-year tournament property and integrated brand ecosystem created to strengthen competitive engagement. Designed to unify gameplay, recognition, and communication under one scalable identity.
The Brief
Establish NPS as a credible and aspirational poker property within the Indian gaming landscape. Create a format capable of sustaining excitement and participation across multiple editions.
The Challenge
Move beyond generic gaming communication and build stronger cultural legitimacy around poker. Maintain consistency and freshness across an always-on, high-volume tournament structure.
Creative POV
Positioned NPS through the lens of competitive sport rather than casino culture, bringing a greater sense of legitimacy, pride, and glory to the game of poker. Focused on progression, rankings, and recognition, turning participation into the pursuit of status and sporting achievement.
Visual Language
Designed a bold, competitive aesthetic inspired by sports graphics and esports environments. Leaderboards, medals, rankings, and stat-driven visuals became central to the experience.
Content Approach
Built an evolving communication framework across five consecutive seasons from 2021–2025. Focused on player journeys, tournament momentum, milestones, and community-driven engagement.
Effectiveness
Contributed to increased participation and stronger recognition within the player circuit over five years.
Helped establish NPS as one of the most recognizable competitive poker properties in the category.
Role
Led creative direction and overall execution from the brand side in collaboration with external creative and production partners. Worked closely across strategy, design, content, and execution teams to maintain a cohesive brand experience.
Key Takeaway
NPS demonstrated how consistency and structured storytelling can build long-term player investment. The property evolved from a tournament series into a recognizable competitive platform.
