The brief
A streaming-led casino brand that needed a character strong enough to carry social content, not just a logo that sat on a homepage.
The approach
Built the identity around a single memorable character, then set the rules for how it behaves across stream overlays, social cutdowns and campaign work.
The outcome
The brand foundation is in place: the mascot, the full logo and mark, the colour system, and the guidelines that hold it together. It's now getting under way as a sub-brand under Kiickr, built to stay consistent and recognisable across every post as it grows, and to stand out in a market where most brands tend to blend in. I designed it end to end, picking it up as an urgent priority so the team could stay focused on theirs.
This write-up is still a working draft.