BRAND
REPOSITIONING
32Red
VIEW ↓
/ WHAT I LED
Brand Identity
Creative Concept
Tone of Voice
Stakeholder Alignment
Toolkits
/ WHAT I EXECUTED
Creative Direction
Art & Design Direction
Challenge and Goal:
32Red’s brand was fragmented, with the “That’s IncREDible” campaign featuring Keith Lemon disconnected from other customer touchpoint's, leading to weak brand identity and recognition.
Approach:
We delivered a full rebrand, updating the positioning, visual identity and tone of voice to create consistency across all customer touchpoint's.
Impact:
This strengthened trust, improved recall and recognition, and enhanced brand attribution.
+10% rise in Net Promoter Score
+15% uplift in brand recognition
/ PROJECT OVERVIEW
New brand positioning: Repositioned 32Red as “The Home of Entertainment”, shifting perception from ‘just another casino brand’ to ‘an entertainment brand with a great casino experience.’
Saturday Night TV inspiration: Aligned customer touchpoints with the ATL campaign while maintaining 32Red’s unique identity beyond Keith Lemon.
Fresh brand graphics and iconography: Created a consistent and recognisable look across all channels.
Bold, dynamic aesthetic: Positioned 32Red as a trusted, professional, and premium brand that stands out from competitors.
/ BRINGING THE BRAND TO LIFE
We developed new brand guidelines to clearly define the 32Red brand, ensuring consistency across all touch-points. These guidelines introduced our refreshed tone of voice, new brand positioning, art direction and best practices for its application.
