GALA
Brand Identity
Brand Strategy
Animation
I developed a new identity for Gala, one of the UK’s leading online bingo sites with over five million users. The identity features a new logo, colour palette, typography treatment, animation style, and design system. I also oversaw the implementation of the new identity on various platforms, including their website, mobile app, social media accounts, and out-of-home advertising, as well as in a new TV and digital ad campaign. This project was completed during my time at Antidote.
Creative Direction
The new identity aimed to attract a younger audience while maintaining loyalty from its older user base. Bold, colourful, and expressive typography was used to engage younger demographics, particularly on social channels, creating a modern, vibrant look.
For older users, the identity incorporated muted tones and classic design elements, ensuring familiarity and trust. This dual approach kept the brand inclusive and appealing while modernising its presence.
