Role: Creative Direction / Brand Designer

The Challenge:

BallyBet & Bally Casino were upcoming brands in the quickly expanding US online betting market. With the exponential growth both are facing, Bally’s needed a VIP brand offering; a way to communicate with the top tier of profitable players in both Sports and iGaming online ventures. It had to have a look and feel that stood out from Bally’s competitors – and was a fresh take on a the usual VIP style.

With this in mind, I took on the role of Art Director, guiding and working with a team in creating a forward-facing Brand identity that has a strong and cohesive styling across Bally’s different verticals, that works for both Sports and iGaming. This identity will be used in primary messaging such as, but not limited to, emails, mailers, on-site real-estate and potentially certain affiliates. The examples below show the concept that will talk to our most valuable players through strong imagery and copy.