| 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 
Summary: 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. Challenge 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. Strategy 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. Result 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. Credits: Client: BCLC - www.bclc.com/cm/gamesense/home.htm Director, Corporate Social Responsibility: Paul Smith Brand Strategists/Designers: Cossette - www.cosette.com Creative Director/Managing Partner: Nick Richards Designer: Andrew MacPhee Account Director: Noemie Bessette Director of Production: Denise Carefoot Production Artist: Calvin Porter [back] |
