Project Overview
Behind the Scenes as Art Director
In the dynamic world of gaming, where change is the only constant, I had the privilege to lead a creative team on a transformative journey with International Game Technology (IGT). Founded in 1980, IGT was already a global gaming giant, but the industry was shifting. As their Art Director, I spearheaded a rebranding initiative in collaboration with the renowned agency Landor.
The Challenge: Shaping Tomorrow's Gaming
The gaming landscape was evolving rapidly, with players demanding new, immersive experiences. IGT, known for its slot machines, needed to redefine its identity. We faced formidable competitors like EA, 888, and Zynga, who were setting new standards for engaging content. Our mission? To shift perceptions from machine manufacturer to content creator and innovator.
Crafting the Strategy: Bold and Forward-Thinking
In this ever-changing industry, our strategy had to be bold and forward-thinking. We aimed to position IGT as a catalyst for change, focusing on the future and opportunities within the gaming category.
Be Bold. Be Blue.
The Visual Revolution: A Modern Identity
Our visual identity overhaul was a game-changer. Modern, lowercase letters gave IGT a fresh and competitive edge, positioning it alongside entertainment giants like Zynga and Electronic Arts. The blue searchlight background paid tribute to IGT's heritage, while sharp, angled cuts in the letterforms symbolized the convergence in the gaming category.
A Dynamic Identity System
Lights, Camera, Action
Spotlights and excitement became synonymous with IGT through our projection graphic. This nod to the brand's heritage created a sense of dynamism and motion, allowing for flexibility in messaging and composition.
Unveiling the Future at G2E
"From Out of the Blue"
The Global Gaming Expo (G2E) in Las Vegas was our stage. Our campaign theme, "From Out of the Blue," captured the innovation IGT embodied. Just as players experience a burst of electricity in their winning moments, IGT's rebranding sparked a sensation. Spotlight graphics were the stars, adorning everything from VIP room keys to booth architecture, signaling the thrill and excitement of gaming.
Results that Speak Volumes
Our efforts didn't go unnoticed. In just four months, we achieved a staggering 95% implementation rate. Media mentions surged by a remarkable 700%, and our campaign garnered over 89,000 impressions on Facebook.
As the Art Director at the helm of this transformation, I'm proud to have played a pivotal role in shaping the future of gaming with IGT. This project not only redefined a brand but set new standards for innovation and engagement in the gaming industry.
