Virgin Games needed a brand refresh that felt both premium and playful, something bold enough to stand out, yet flexible enough to live across CRM, product, and acquisition. I led the design direction, crafting a visual identity system from the ground up, complete with guidelines, and marketing templates that unified the brand across every channel.

Virgin Games’ visual identity is all about "The Place to Be", an endless, exciting world where every twist and turn is packed with surprises! An imaginary, larger-than-life maze full of playful rooms and colorful doors that practically beg you to explore. Each room has its own vibe, representing different games, promotions, and rewards, creating an irresistible sense of adventure. And, of course, Virgin’s signature Red ties it all together, making everything pop in that bold, unmistakable Virgin way. It’s a world that’s always surprising, endlessly curious, and brimming with fun!

The Virgin Games visual identity is shared with the sister venture Virgin Casino in New Jersey.

Role Brand & Design Lead (Gamesys / Bally’s Interactive)
Focus Visual identity development, brand guidelines, design systems, marketing assets including CRM, acquisition, retention and social campaigns
Team Led the in-house designers, collaborated with the marketing and product teams, copywriters and UX/UI designers
Deliverables Logo system, brand toolkit, landing page and email templates, retention banners, UI mockups, campaign visuals, typography and color schemes