Tiger Gaming Logo

Brand Strategy

/ Tiger Gaming


Tiger Gaming is a major online gaming company in North America. Their offerings include sports betting, poker, casino games and financial markets.

/ Opportunity

Tiger Gaming's original brand had been in the market for more than a decade, and as such they felt that it was time for a refresh. They engaged DIJGTAL to re-evaluate their brand and come up with a bold, fierce new look to match the name, as well as resonate with their intended audience.

/ Approach

To ensure the new brand reflected what Tiger stood for, we extracted thoughts and feedback from the extended team located around the world. Their opinions were worked into the brand foundations, which formed the principles that the company and all associated assets should reflect.

Once the brand foundations were agreed upon, we crafted a new tone and look for Tiger Gaming. With the new brand, we focused on confidence, ferocity and strength. The challenge was to elevate these qualities without being too overpowering.

We then iterated several different concepts to finalise the new logo, along with updated typography and iconograph. To ensure correct usage of the new brand, we articulated the new rules and suggestions in a brand guidelines document.

/ Outcome

We were able to develop a brand strategy that enhanced the position of Tiger Gaming as leaders in the market, and supported the future of their product and communication decisions.