Project Overview
Redrawing the Landscape of Gaming
Our story begins with a monumental merger – the union of GTECH and IGT, two gaming titans. This landmark deal offered a rare chance not just to redefine the future of gaming but also etch our name into the history books. We were entrusted with the task of crafting a brand platform that would not only honor our individual legacies but also amplify our combined strength across diverse businesses, geographies, and product lines.
Two Icons, One Vision
At the inception of our project, GTECH's focus was primarily on the lottery, while IGT boasted a revered brand presence in the casino market. Together, we held the promise of unlocking unmatched value for customers and investors alike. The solution lay in melding the most distinctive features of both brands: GTECH's globe and IGT's illustrious name. This fusion set the stage for an iconic debut on the New York Stock Exchange and a grand rebranding of our global offices, symbolizing the dawn of a new era.
Beyond the Logo
Our mission extended far beyond a new logo. An interdisciplinary team of leaders from around the world collaborated to sculpt a visionary organization, forging our vision, mission, and strategic direction. These collective efforts bore fruit in the form of a fresh set of standards that would guide our path forward.
Designing for Tomorrow
To navigate the intricate tapestry of our multifaceted business, we needed a design system as dynamic as the markets we serve. Enter the interlocked rings – a symbolic gyrosphere in perpetual motion and balance. It embodied our relentless pursuit of innovation while paying homage to our combined legacy. These rings could be intertwined, or they could stand alone, offering a versatile canvas to convey our message.
Reflection
In this portfolio, I invite you to witness the transformation of GTECH and IGT into the formidable force known as IGT. It's not just a rebrand; it's a testament to the power of creativity, strategy, and teamwork in redefining industries. This journey represents a milestone in my career as an Art Director and a strategist, and I am excited to share it with you.
