Bally's

Bally’s corporation came to us to reimagine the Bally casino brand. We took inspiration from Bally’s brand history, which originated as a pinball machine manufactuer; and updated the convention of stuffy casinos and gambling facilities to create a vibrant, thrilling identity that can be implemented across all aspects of the Bally’s Corporation, including landbased casinos, sports betting, and free to play games.

Services: Brand Identity, Brand Expression, Motion Design

Credits

Client: Bally Corporation
Agency: Interbrand
ECD: Chris Campbell
CD: Daniel Irizarry
Design: Damini Agrawal, Steve Haslip, Tut Pinto
Lettering: Jesse Ragan
Type Design: Dalton Maag

Strategy: Robin Bergstrom, Daniella 
Giavina-Bianchi, Aneesh Sharma, Naeiri Zargarian

CM: Alexa Ebner, Lindsey Maino
Verbal: Penelope Davis, Katherine 
Pissaro-Grant
Motion: Steve Haslip
Implementation: Grant Branham, Miguel Rivera, Robert Rosenberg

The Bally identity consists of a sticking color palette focused on the Bally Red at its center, and accompanied by vibrand primary colors remenicent of backplat graphics decorating pinball machines.

Icons of gaming bring together aspects of gaming, gambling, sports, and classic pinball to create energetic compositions throught the identity.

We were also tasked to revamp the rewards program for the Bally Casino brand. Each tier of rewards was assigned an identifier color and unique icons to create an immersive experiece both online and in person.

We partnered with type design studio, Dalton Mag to create Bally Thrill, a custom font family for Bally Casinos. This unique san serif typeface comes in two cuts, one regular and one inverted. These two versions combine the functional needs of the casino brand and the exciting experience of the 
casino floor.