| BCLC
2011 REBRAND 100 > best of awards Enterprise Rebrand Country Base: Canada Industry/Sector: Entertainment, Leisure, Gaming Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting For over 25 years, the British Columbia Lottery Corporation (British Columbia, Canada) was closely associated with the Provincial Government of British Columbia. Given the nature of the gambling industry, we had to be cognizant of the Government, media and public scrutiny to fulfill on the consent to operate mandate. Challenge The corporate rebrand focused on building stronger associations with the product offering, fostering credibility, creating internal strategic and visual alignment, and defining a clear role in the public mind. The new positioning had to represent both the crown corporation responsibilities and the entertainment offerings. Strategy The new brand essence of ‘Fair Play’ brought the Corporation into the modern world of responsible, yet exciting gaming. We renamed the Corporation to BCLC, and developed a logo that balances fun and modernity, with the stability and trust of a Crown Corporation. The shape of the logo was inspired by the circles and spheres reminiscent of lottery games. A complete identity system (corporate tagline, visual language, tone of voice, endorsement device, logo animation and brand guidelines) brought the new brand to life, and defined its strategic and visual relationship with all the product brands. Result BCLC senior management and employees are rallying behind the new brand, which is consistently applied across all corporate materials (including an award winning annual report and internal brand movie). The new brand plays a clearly defined endorser role on all product communications, and continuously acts as the strategic and creative point of reference for all corporate initiatives, including the design of the new offices. Credits: Client: BCLC - www.bclc.com Director, Corporate Marketing & Customer Strategy: Margaret Watson Brand Strategists/Designers: Cossette - www.cosette.com Creative Direcotor/Managing Partner: Nick Richards Designer: David Lidiard, Andrew MacPhee Account Director: Kaya Wiggens, Noemie Bessette Director of Production: Denise Carefoot Production Artis: Calvin Porter [back] |
