Role: Creative Direction / Brand Designer

The Challenge:

Amidst changing legislation in the UK in regards to how gaming brands could advertise and market themselves – in particular, there could be no child appeal, and no celebrity endorsement – I had to redesign the brand to reflect such legislation.

Gone were the cartoon characters and celebrities and the excessively illustrated scenes the brand previously relied on. A look and feel was created that was unique to Jackpotjoy; a look that championed the Jackpotjoy online community and its games, made figureheads of the Jackpotjoy chat and tv hosts. 

I created a streamlined design system that simplified how the brand and various online promotions were served to players. 

Taking on Creative Direction of Jackpotjoy and developing the Jackpotjoy brand means that I’ve been able to work with a variety of departments to create a multitude of fun projects, in different mediums, on an extremely wide variety of platforms and campaigns.

I’m proud to say that with these campaigns, Jackpotjoy won the EGR Marketing and Innovation Award in both 2015, 2018, and 2019 for Best Bingo Marketing Campaign and Brand of the Year in 2019.

Here you will find examples of the re-brand of the Jackpotjoy VIP scheme to PLUS, campaigns, masterbrand work, and other projects that have spanned both online and offline.