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.
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.