The Brief

A provider of outsourced, internet-based gaming solutions, Cantor Gaming wanted to create an identity that could be rolled out using consistent internal and external communications tools, but would be flexible enough to translate into different products within the Cantor Gaming brand. It also wanted to position itself as a key player in the global, outsourced, online gaming solutions market and needed to ensure it had all the necessary marketing tools to officially open for business. To this end, it enlisted Cognito to act as its outsourced marketing department in the period leading up to its launch.

The Solution

The first step was to create the Cantor Gaming logo. Cognito designed an image that would reflect the credibility of the Cantor brand and to communicate Cantor’s key messages in a visually arresting manner.

Next, Cognito devised a framework for the internal and external tools Cantor Gaming required for the launch. To enable structured, organized and consistent communications, Cognito created brand guidelines, word document templates, business cards and PowerPoint template designs. Bespoke illustrations were developed for use across all Cantor Gaming sales and marketing tools.

In managing the brand throughout the project, Cognito ensured the agreed parameters of the brand were adhered to in all elements of communications, and established a strong structure for building recognition of the Cantor Gaming brand.

The Results

Following Cantor Gaming’s successful business launch, the consistent, structured and creative approach developed by Cognito now supports the brand’s growth globally. The flexible bespoke illustrations featured in sales folders and inserts have also been used in gaming event stands in Las Vegas. Cognito has also supported Cantor Gaming’s presence at events. For example, The Cantor Casino featured at the 2005 Newbury Racecourse Ball for which Cognito created and executed the room design and sourced all elements of the decoration, such as bespoke pictures and signage. Tom Kenny, Chief Operating Officer, Cantor Gaming, comments: “Cognito’s approach enabled us to form a true partnership with them. The team was exemplary in its delivery of creative ideas which placed the Cantor Gaming brand a cut above the rest of the market, whilst being responsive and providing us with excellent project management. We look forward to continuing to build on the successful launch of this business.”