To ensure the new brand reflected what Tiger stood for, we extracted thoughts and feedback from the extended team. Their opinions were worked into the brand foundations, which are the principles that the company, its tone, and all of its assets should reflect.
Once the foundations were agreed upon, we crafted a new tone and look for Tiger. With the new brand, we focused on confidence, ferocity and strength. The challenge was to elevate these qualities without being too overpowering.
We then iterated several different concepts to finalise the new logo, typography, and iconography. To ensure correct usage of the new brand, we articulated the new rules and suggestions in a brand guidelines document.
We were able to develop a brand strategy that enhanced the position of Tiger Gaming as leaders in the market, and supported the future of their product and communication decisions.