Overview

OTB Vendors developed The Draughtinator — the world’s first fully self-service automated bar system, designed to fit within a single square metre. As the brand’s in-house creative, I was responsible for delivering the startup’s full visual identity, marketing assets, and web presence from scratch, supporting launch and investor outreach.

My Contribution

Website Design:

Designed and built a clean, modern website showcasing the product’s key features, benefits, and technical specifications. Developed clear UX structure to guide venue owners and potential investors through the product offering.

Brand Identity & Graphics:

Created all original brand visuals, including icons, illustrations, logo refinements, pitch graphics, and print collateral for sales meetings and events.

Marketing Strategy:

Led the company’s first multi-platform marketing push, including social media content strategy, ad visuals, and outreach planning to promote visibility and drive interest.

Photography:

Shot and edited a full bank of professional product photography, capturing The Draughtinator in both staged and live-event settings for use in digital campaigns and investment decks.

Content Creation:

Produced written and visual content for Instagram, LinkedIn, Facebook, and Twitter, ensuring consistent brand voice and clear messaging.

Design Approach

My goal was to position The Draughtinator as both cutting-edge and commercially viable. The brand direction paired sleek product visuals with functional, no-nonsense messaging, reflecting the dual appeal to hospitality operators and tech-savvy investors alike.

Tools Used

Adobe XD, Wix Studio, Adobe Illustrator, Photoshop, Lightroom