Developing a Jackpot Brand for the Gaming Industry
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The Global Gaming Expo (G2E) is the premier trade event for the casino gaming industry, showcasing over 350 exhibitors and attracting over 25,000 industry professionals. As gaming continues to expand into new markets and platforms, G2E tapped NJI to build a brand that captures the innovation and evolving landscape of the industry.
Anchored by a modern, sophisticated logo, powered by vibrant colors with high-impact treatments, and complemented by multipurpose typography and iconography, the new brand dazzles, rivaling even the brightest signs in Las Vegas. Icons and imagery represent the growing sectors of sports betting, online gaming, financial technology platforms, and casino operations, while remaining flexible for future growth and inclusions.
Our team began by immersing ourselves in the event and collecting on-site feedback from attendees, exhibitors, and other stakeholders. Informed by data and insights about the event’s audience and environment, we applied our proven design model to craft a brand platform from the ground up.
We injected vibrance into geometric designs, iconography, and patterns to reflect the sights, sounds, and liveliness of gaming in Las Vegas and around the world. Drawing inspiration from the neon luminance of the city’s iconic Strip, we merged that dynamic energy with a collage of game pieces and playing card suits. Our video team amplified the excitement in motion advertisements by synchronizing animations with music and emphasizing a clear and engaging message to invigorate attendees and showcase the event’s evolution.