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Trueplay
Restyling a Logo, Reimagining a Brand Identity, and Packing into Brand Guidelines
- RoleFractional Brand Strategist & DesignerProject TypeBrand Identity & Brand Guidelines
- IndustryiGaming SaaSMarketsGlobal
Project Profile
Trueplay is an iGaming SaaS platform developing engagement and loyalty solutions for online gaming operators.
Following a recent visual rebrand, the company faced challenges in applying the new identity consistently across marketing materials. The existing visual language lacked flexibility and failed to communicate the product’s key values. The goal was to rethink the identity, build a coherent visual system, and provide practical guidelines for the internal team.
Following a recent visual rebrand, the company faced challenges in applying the new identity consistently across marketing materials. The existing visual language lacked flexibility and failed to communicate the product’s key values. The goal was to rethink the identity, build a coherent visual system, and provide practical guidelines for the internal team.
- Key Contributions
- Conducted competitor research and reviewed the brand’s historical visual materials.
- Identified a distinctive visual concept translating transparency, adaptability and modularity into the brand language.
- Redesigned the visual identity while preserving the existing logo.
- Developed a scalable visual system based on glass aesthetics, geometric forms and dynamic composition.
- Created comprehensive Brand Guidelines for consistent implementation across marketing communications.
Impact- Transformed the visual identity into a practical and scalable brand system.
- Enabled the internal marketing team to implement the brand consistently across communication channels.
- Established a distinctive visual language that supported the company’s positioning within the iGaming SaaS market.
- The brand successfully used the identity and Brand Guidelines for approximately two years before evolving its visual strategy to support a new stage of business growth.
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