32Red Re-Brand

Objective

As there was many inconsistencies across all touchpoints for 32Red, I was tasked to look at the re-brand and how we can establish it as an entertainment brand. My goal was to make 32Red the '#1 Destination for Casino Entertainment!'. We had to consider updating the current brand guidelines with a new brand positioning, ToV, creative concept & direction. As the players love dual-screening, I had to consider how we can create a brand that stands out and competes against the TV.

Solution

I worked alongside creative directors and conceptual copywriters through the process. Being an already established brand, I was tasked to sell in this new approach to the stakeholders and company directors, which proved successfully. Considering players will mostly be playing on their phone, as well as watching TV, I introduced a Saturday Night Gameshow theme to 32Red. This meant changing the brand elements such as the typography and colours, as well as looking at the brand positioning and image usage to make it a fun and entertaining brand.

My Responsibilities

• Project lead
• Visual design
• Research
• Brand Guidelines
• Conceptualising
• Presentation to Stakeholder/Directors
• Typography
• Tone of Voice (worked with a conceptual copywriter)
• Oversight on Production
• Responsible for quality and consistency in the brand

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