Industry
Casino Rebrand
Space of work
Pokerstars
Timeline
12 Weeks
Introduction
A casino brand built on scale, community and variety.
PokerStars wanted a fresh brand for its casino. It needed to be welcoming, colourful and full of buzz: somewhere players look forward to visiting, with the anticipation you get walking into somewhere new. The harder part was getting the balance right. The brand could offer escapism and excitement, but never at the expense of responsibility. It had to feel like entertainment, not pressure, and every message had to sit comfortably alongside safer gambling.
Challenges
One workshop, one city, and a lot happening at once.
We started with a workshop in the first week, working from customer research and testing. The idea that stuck was a city: a virtual one, big enough to hold everything the casino offers, with room to grow. Then we tested it against the promotions calendar. Could every future campaign live somewhere in the city? It could, and that's when we knew the idea would hold. Time was tight, so we rolled the brand out in stages rather than launching it all at once. That meant running everything side by side: the core guidelines, the 3D modelling of the city, a new visual identity, and an illustration style that tied the identity and the city together.
Final thoughts
A city where every district is a promotion.
The 3D cityscape carries most of the brand. At a glance it says scale and variety: a busy hub with something happening on every corner. Each area of the city became home to a promotion. The train station, for example, became a way of "boarding" a new game. That gave the marketing team a world they could keep adding to, instead of a campaign that ends when the promotion does. To keep it all consistent, we wrote brand guidelines covering the logo, colour, imagery and tone of voice. Responsible messaging was part of them from the start, not added at the end. The result is a casino that feels like a destination: vibrant, welcoming, and easy to come back to.
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PROJECTS
