Bally’s corporation came to Interbrand to reimagine the Bally casino brand. Bally’s originated as a pinball machine manufacturer, then moved into video game arcades, and now wanted to move into casinos across the US. Our task was to rethink the notion of stuffy casinos, creating a new brand that could be implemented across all aspects of the Bally’s Corporation, from land-based casinos to online sports betting.
The new brand centers around the concept of "Jump into the thrill", embracing the fun and energetic graphic world of arcade pinball machines. I worked with the team to develop the new brand identity, primarily focused on the motion deliverables. We partnered with Dalton Mag to create a custom variable font family. The typeface includes an inverted contrast variation, creating a distinctive look. We redrew the iconic Bally script, created a family of iconic stickers, and defined principles and behaviors for layouts and motion.
Created with Interbrand NY. Team including: Chris Campbell, Daniel Irizarry, Tut Pinto, Damini Agrawal, Jesse Ragan, Louise Brito, Daniella Giavina-Bianchi, Alexa Ebner, Lindsey Maino, Penelope Davis, Katherine Pissaro-Grant, Miguel Rivera, Robert Rosenberg
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