Bally’s corporation came to Interbrand to reimagine the Bally casino brand. We took inspiration from Bally’s brand history, which originated as a pinball machine manufactuer; and updated the convention of stuffy casinos to create a vibrant, thrilling identity that can be implemented across all aspects of the Bally’s Corporation, including landbased casinos, online sports betting, and free to play games. 

The new brand came to life 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 create 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 for optimal use on-screen, created a family of iconic stickers, and defined principles and behaviors for layout and animation. We ultimately delivered a comprehensive set of brand guidelines for the brand in motion, digital, and in print.


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