Bally Casino UK
Bally Casino's visual identity brings fresh energy to the existing Bally’s brand, setting it apart from its American counterpart. Inspired by the iconic Ballyhoo pinball machine, the concept highlights Bally’s unique heritage while preserving key elements of our master brand.
With a lively color palette and bold shapes, we crafted a 'look and feel' that captures the excitement of gaming. Bally Casino’s creative identity invites players to join the adventure and experience gaming like never before.
In my role leading a team of 15 talented designers and animators, we collaborated over just three months to achieve our objective, resulting in a vibrant and captivating brand identity.
Client
Bally’s Interactive
Responsibilities
Creative Direction
Brand & marketing assets
2D/3D visuals
Year
2023
Tools
Adobe Creative Suite
Blender
Figma
Figma
Challenges
Our challenge is to revitalise Bally Casino's New Jersey branding while staying true to core Bally brand guidelines. Currently, the limited colour palette and over-reliance on decorative stickers and stock images have created a lacklustre visual identity, focused mainly on red and purple tones.
In response, we reimagined key brand elements to bring fresh energy and vibrancy to Bally Casino's identity, demonstrating our commitment to delivering impactful design solutions that resonate with audiences.
Early concept and exploration
User Journey
Landing Page
App Store
Emails
Before & After
