/ WHAT I LED

Brand Identity

Creative Strategy

Stakeholder Alignment

Toolkits & Rollout

/ WHAT I EXECUTED

Creative Direction

Art & Design Direction

Challenge and goal:

Evolve Maria Casino’s brand identity to better align with its female-focused positioning and create a more positive, emotionally engaging customer experience. The aim was to build a distinctive ‘feel-good’ brand that felt warm, supportive and playful, while reinforcing a strong commitment to responsible play across the customer journey.

Approach:

Delivered a full brand refresh, including logo evolution, a new tagline, updated colour palette, brand assets and a bespoke image library photoshoot. Developed robust brand guidelines to ensure consistent application across all markets, creating a cohesive and recognisable brand experience at every touchpoint.