The change

IGT is a global gaming leader and they came to 438 for assistance with the launch of their new PlayDigital brand. They wanted a new visual identity, produced to highest graphic design specifications and quality standards and this would then be turned into a brand book to be used internally and by other media agencies and suppliers. As part of this document, we were also asked to work on bringing the company values, vision and mission to life.

We worked with their “Serious Fun” tagline as a starting point and worked on headlines, additional tag lines, calls to action and top level offers and promotional content ideas and well as a large selection of visual concepts and ideas that bring the brand to life and ideas for actual campaign collateral too.

The results

The new brand launched internally to over 600 employees globally during an online “town hall” meeting and the assets went on to be used across the IGT stand at ICE London 2023. In total we’ve provided over 200 assets for the IGT product and marketing teams to use in the creation of new content and we continue to provide ongoing support and brand governance to the team.

Why it matters

600 +

employees presented to

200 +

assets provided