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Performance Marketing
Royal Flush Casino had dominated certain geographies but struggled with brand cohesion across new EU markets. Their visual identity felt dated, and player surveys revealed a perception gap between their product quality and brand image. We executed a full brand transformation — from logo and visual language to website UX and cross-channel digital campaigns — repositioning them as a premium destination in 5 regulated markets.
Royal Flush Casino had built a solid product over 8 years, but their brand told a different story. Player surveys across the UK, Germany, and Nordic markets revealed that 62% of respondents perceived them as a 'budget option' despite offering premium game selection and fast payouts. Their visual identity — designed in 2015 — used dated color schemes and generic stock photography that blended into a sea of competitors. Worse, their digital presence was fragmented: the website, social profiles, and ad creatives each told a different brand story, confusing potential players and eroding trust. Player acquisition costs had climbed 35% year-over-year as creative fatigue set in across their ad channels. The executive team knew they needed a complete transformation to match their product quality with their market positioning.
We began with a 3-week immersive brand audit — interviewing 15 stakeholders, surveying 2,000 players, and analyzing 12 competitor brands across their target markets. This revealed a clear positioning opportunity: Royal Flush could own the 'premium but approachable' space that no competitor occupied. We developed an entirely new visual identity system — logo, color palette, typography, iconography, and photography style — built around the concept of 'refined excitement.' The website was redesigned from scratch with a focus on mobile-first UX, reducing registration to 3 fields and cutting page load time from 4.2s to 1.1s. We produced 180 ad creative variants across 4 languages for launch across Google, Meta, programmatic, and influencer channels. A unified brand guideline document (52 pages) ensured consistency across all touchpoints. The results were immediate: player surveys 90 days post-launch showed a 85% increase in 'premium' perception, and the new creative drove 520% more signups at a 28% lower CPA.