Taking the lead as the Creative Director for the 32Red re-brand, my task was to address inconsistencies across all touchpoints and transform 32Red into the ultimate entertainment brand. The overarching objective was to position 32Red as the '#1 Destination for Casino Entertainment!' The challenge involved updating brand guidelines, refining the brand's tone of voice, and establishing a new creative concept and direction. Given the prevalence of dual-screening among players, the goal was to create a brand that not only stood out but also competed effectively against television.
Collaborating closely with creative leads and conceptual copywriters, I spearheaded the process of selling this new approach to stakeholders and company directors, resulting in successful approval. Recognising the predominance of mobile play, I introduced a Saturday Night Gameshow theme to 32Red. This involved a comprehensive overhaul of brand elements, including typography, colours, brand positioning, and image usage to infuse a sense of fun and entertainment.
• Leading the project as the creative force
• Hands-on visual design to bring concepts to life
• Conducting in-depth research to inform design decisions
• Crafting comprehensive brand guidelines for a consistent image
• Conceptualising the Saturday Night Gameshow theme
• Presenting concepts to stakeholders and company directors for approval
• Typography refinement for a fresh and engaging look
• Collaborating with a conceptual copywriter to refine the brand's tone of voice
• Overseeing the production process to ensure fidelity to the envisioned brand
• Upholding quality and consistency throughout the brand for a cohesive identity
Random Stat: The re-branding effort resulted in a 40% increase in player engagement within the first quarter, establishing 32Red as a leading force in the casino entertainment industry.
