Gala
Refreshing a heritage bingo brand for a broader audience
BRAND IDENTITY
Gala needed a refreshed identity that could appeal to a younger audience while still feeling familiar to its existing players.
As one of the UK’s leading online bingo brands, Gala had strong awareness, but the identity needed more energy, flexibility, and standout across digital channels.
At Antidote, I developed a new identity system across logo, colour, typography, animation, and digital advertising, helping the brand feel more current without losing the warmth and recognition people already associated with it.
Gala
Refreshing a heritage bingo brand for a broader audience
BRAND IDENTITY
Gala needed a refreshed identity that could appeal to a younger audience while still feeling familiar to its existing players.
As one of the UK’s leading online bingo brands, Gala had strong awareness, but the identity needed more energy, flexibility, and standout across digital channels.
At Antidote, I developed a new identity system across logo, colour, typography, animation, and digital advertising, helping the brand feel more current without losing the warmth and recognition people already associated with it.
Gala
Refreshing a heritage bingo brand for a broader audience
BRAND IDENTITY
Gala needed a refreshed identity that could appeal to a younger audience while still feeling familiar to its existing players.
As one of the UK’s leading online bingo brands, Gala had strong awareness, but the identity needed more energy, flexibility, and standout across digital channels.
At Antidote, I developed a new identity system across logo, colour, typography, animation, and digital advertising, helping the brand feel more current without losing the warmth and recognition people already associated with it.
CHALLENGE
The challenge was to modernise Gala without stripping away the familiarity that made the brand trusted and recognisable.
Bingo is built around entertainment, conversation, and community, so the identity needed to feel social and expressive, not cold or overly polished. It also had to flex between brighter, more energetic moments for a younger audience and calmer, simpler applications for existing players.
CHALLENGE
The challenge was to modernise Gala without stripping away the familiarity that made the brand trusted and recognisable.
Bingo is built around entertainment, conversation, and community, so the identity needed to feel social and expressive, not cold or overly polished. It also had to flex between brighter, more energetic moments for a younger audience and calmer, simpler applications for existing players.
CHALLENGE
The challenge was to modernise Gala without stripping away the familiarity that made the brand trusted and recognisable.
Bingo is built around entertainment, conversation, and community, so the identity needed to feel social and expressive, not cold or overly polished. It also had to flex between brighter, more energetic moments for a younger audience and calmer, simpler applications for existing players.
DESIGN & CREATIVE DIRECTION
The new identity built on the legacy of historic Gala logos, keeping enough of the original character to feel familiar while introducing a cleaner, more contemporary expression.
A vivid colour palette, bold typography, playful imagery, and motion gave the brand more energy across digital and advertising. More restrained colour and type combinations gave the system enough range to feel accessible for different audiences and messages.
The identity was designed to work hard across digital advertising, where Gala needed to feel clear, immediate, and recognisable at speed. Typography, colour, image style, and motion became flexible tools for promotions, product messages, and wider brand communications without the system feeling fragmented.
DESIGN & CREATIVE DIRECTION
The new identity built on the legacy of historic Gala logos, keeping enough of the original character to feel familiar while introducing a cleaner, more contemporary expression.
A vivid colour palette, bold typography, playful imagery, and motion gave the brand more energy across digital and advertising. More restrained colour and type combinations gave the system enough range to feel accessible for different audiences and messages.
The identity was designed to work hard across digital advertising, where Gala needed to feel clear, immediate, and recognisable at speed. Typography, colour, image style, and motion became flexible tools for promotions, product messages, and wider brand communications without the system feeling fragmented.
DESIGN & CREATIVE DIRECTION
The new identity built on the legacy of historic Gala logos, keeping enough of the original character to feel familiar while introducing a cleaner, more contemporary expression.
A vivid colour palette, bold typography, playful imagery, and motion gave the brand more energy across digital and advertising. More restrained colour and type combinations gave the system enough range to feel accessible for different audiences and messages.
The identity was designed to work hard across digital advertising, where Gala needed to feel clear, immediate, and recognisable at speed. Typography, colour, image style, and motion became flexible tools for promotions, product messages, and wider brand communications without the system feeling fragmented.
OUTCOME
The work gave Gala a more flexible identity that could feel brighter, more current, and more playful across digital.
It helped move the brand on without losing the familiarity people already knew, creating a system that could speak to both existing players and a younger audience.
OUTCOME
The work gave Gala a more flexible identity that could feel brighter, more current, and more playful across digital.
It helped move the brand on without losing the familiarity people already knew, creating a system that could speak to both existing players and a younger audience.
OUTCOME
The work gave Gala a more flexible identity that could feel brighter, more current, and more playful across digital.
It helped move the brand on without losing the familiarity people already knew, creating a system that could speak to both existing players and a younger audience.
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© 2026 Ross Hammond
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© 2026 Ross Hammond