The landscape of the Canadian gaming industry changed dramatically with the legalization of single-event sports betting and online gaming.
With the passing of Bill C- 28, the Great Canadian Gaming Corporation (GCGC) was at a critical point in its history. At this time, GCGC had also been purchased by a US venture capital firm with ambitious plans to grow its land-based casino business and launch an adjacent i-gaming brand.
Jacknife was hired to create the GCGC Masterbrand Identity. We got to work formalizing the GCGC Brand DNA to help synergize its offer, maximize marketing efficiencies, and ultimately make Canada’s most powerful gaming brand.
Our first challenge was to execute a master brand that was simple and modular yet elevated and able to rival iconic brands like Caesars and MGM. We also knew it had to be scalable across all sub-brands, land-based properties, and AODA compliant.
We reimagined the core brand identity and how it would extend to all parts of the business with the launch of “Great Canadian Entertainment.”
With our new Masterbrand name and messaging, we began exploring the design. After several iterations, we selected an impactful colour palette and an aesthetically sophisticated design system that consistently works across the entire communications spectrum.
Was the client happy? You bet.
“We brought in Jacknife Design to help us rebrand and unify the visual identity of our very large organization across Canada. This branding exercise not only included rethinking our master brand but also considered each of our established land-based destinations, our loyalty rewards program, and our corporate-level divisions.
This project was very complex and came with challenges along the way, but overall, we’re thrilled to have chosen to work with Jacknife on our rebrand journey. We look forward to continuing our partnership with the Jacknife Team as we continue to evolve and grow our new brand identity.”
Joel Slanisky
Vice President of Loyalty & Direct Marketing
