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GameSense 2011 REBRAND 100 > notable

Component Rebrand
Country Base: Canada
Industry/Sector: Government, State Agencies, NGOs, Gaming, Public Service
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
While the British Columbia Lottery Corporation’s (BCLC in Canada) mission is to conduct and manage gambling in a socially responsible manner for the benefit of British Columbians in Canada, it remains that the gambling industry isn’t exactly known for its saintly advice. Problem gambling is a hard reality and it affects the perception of the BCLC brand.

The main challenge was to convince the public to trust BCLC’s Responsible Gambling efforts. Even internally, the role and purpose of the Responsible Gambling program needed to be clearly defined, communicated and understood. A consistent Responsible Gambling presence was required across all BCLC brands to foster trust, without alienating those most at risk.

The new identity system educates the public and empowers players to make informed, responsible decisions. For an appropriate public-facing identity, we created a name – GameSense – that would resolve confusion and set the right tone, while the logo provides a visual cue across all touchpoints. The GameSense brand promises to support players in understanding the odds, in recognizing any signs of problem gambling, and above all to keep play fun. Key tools, such as brand guidelines and a custom image bank, facilitate a consistent roll-out across all BCLC corporate and product communication, and across all forms of media.

The GameSense brand is now recognized and understood by employees, which contributes to a positive attitude in the BCLC work environment. The GameSense work is supported by the Canadian Government Gaming Policy and Enforcement branch, who commissioned our team.


Client: BCLC -
Director, Corporate Social Responsibility: Paul Smith

Brand Strategists/Designers: Cossette -
Creative Director/Managing Partner: Nick Richards
Designer: Andrew MacPhee
Account Director: Noemie Bessette
Director of Production: Denise Carefoot
Production Artist: Calvin Porter


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