Pablo de Mello

Betway Brazil Social Media

Business Project

Branding + Graphic Design

London, since 2022

This selection are examples of engaging and market-specific content for one of the company’s key regions. From 2021 to 2023, as part of the marketing team, I developed social media assets tailored to the Brazilian audience, supporting campaigns, promotions, and ongoing brand communication.

The challenge was to create content that resonates with a highly engaged and fast-moving audience while maintaining consistency with Betway’s global brand guidelines. Social media in Brazil is particularly dynamic and competitive, requiring visuals that are both culturally relevant and immediately impactful. Football plays a central role in Brazilian culture, with a deeply passionate and engaged audience that follows the sport as part of everyday life. As a football fan myself, it was not difficult to adapt and perform, delivering eye-catching creatives in a quick delivery.

The approach focused on combining impactful images that resonate with young audience, strong visual hierarchy with bold, attention-grabbing compositions adapted for social platforms. Content was designed to be clear, engaging, and optimised for performance, while aligning with campaign messaging and regional tone of voice.

The selected works showcase a range of social media outputs, highlighting the ability to adapt global brand assets into locally relevant content that drives engagement and maintains a consistent brand presence.