The Home of Entertainment

Objective

Taking the lead as Creative Director for the 32Red rebrand, 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 number one 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.

Solution

Collaborating closely with creative leads and conceptual copywriters, I led 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.

My responsibilities

• 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
• Typography refinement for a fresh and engaging look
• Collaborating with a conceptual copywriter to refine tone of voice
• Overseeing the production process
• Upholding quality and consistency throughout the brand