Foxtail —
Designing a modern fantasy horse racing brand from the ground up
Services provided
- UX Design
- UI Design
- Design System
- Visual Identity Design
- Website Design
The client
Stable Stakes set out to create a modern fantasy horse racing platform built for today’s sports and gaming audience. The goal was to move beyond the dated visuals and overwhelming interfaces commonly associated with traditional betting products and instead create an experience that felt fast, social, competitive, and approachable. The platform needed a cohesive brand and product experience capable of standing alongside modern fantasy sports companies while still capturing the excitement and strategy unique to horse racing. From the beginning, the focus was on creating something visually premium, mobile-first, and easy for new users to understand.
How did we help?
We partnered with Stable Stakes to create a complete visual and product foundation for the platform. Our work spanned brand strategy, logo design, UX/UI design, product systems, marketing pages, motion direction, and overall creative execution. Every touchpoint was designed to feel connected, from the marketing website and promotional graphics to the in-product experience itself. The goal was to create a polished, modern ecosystem that could compete visually with today’s leading fantasy sports and gaming platforms while still establishing a unique identity of its own.
Brand strategy
The brand strategy centered around creating a visual identity that felt energetic, modern, and unmistakably sports-focused. We developed a custom “S” mark inspired by the curves and movement of a racetrack, giving the brand a strong visual foundation that could scale across product UI, social media, apparel, and motion graphics. The overall design language combined bold typography, dark interfaces, subtle gradients, and vibrant green accents to create a premium gaming atmosphere without overwhelming the experience. Motion and lighting treatments were used throughout the brand to reinforce a sense of speed, momentum, and competition while keeping the interface clean and easy to navigate.
Website
The marketing website was designed to immediately communicate the platform’s energy while guiding users toward signup and gameplay. Large typography, cinematic visuals, layered product previews, and bold promotional messaging helped create an immersive sports gaming experience that felt modern and engaging from the first interaction. At the same time, the site needed to educate new users on how the platform worked without slowing down the experience. Content hierarchy, responsive layouts, and clear calls-to-action were carefully designed to balance storytelling, product education, and conversion across both desktop and mobile devices.
Product
The product experience focused heavily on clarity, speed, and usability. Interfaces were designed to simplify gameplay and reduce friction while still maintaining the competitive energy expected from fantasy sports platforms. We created a scalable UI system built around clear hierarchy, consistent interactions, and mobile-first usability. Every screen was designed to make information easier to scan and actions easier to complete, helping new users feel more comfortable while still supporting deeper engagement from experienced players.
The result
The final result was a cohesive fantasy sports brand system spanning identity, marketing, product design, and motion. Stable Stakes launched with a polished visual presence and a scalable design foundation capable of supporting future growth across digital platforms, advertising, and product expansion. By combining branding, UX thinking, and modern interface design into a unified experience, the project helped reposition fantasy horse racing into something more approachable, visually compelling, and built for today’s audience.
