G2E Ace Creative Branding
2018 G2E Creative Rebranding.
G2E, Global Gaming Expo, tasked us to creative new branding for their event that focuses on the casino gaming industry.
For my first concept, I really focused on a Vegas casino theme and was inspired by the Ace in a deck of cards. I played with the use of negative space to develop the card graphic with the appearance of bubbles/dots flowing on top of the card, creating a visually 3D effect. My idea was to incorporate the 4 suites in a deck of cards to target and segment different messaging for the show, for example, the heart creative could signify the education element, the diamond could signify the networking element, and so on. Each color and suite would reflect that specific messaging of the show, they could live on their own while still holding true to the original branding. I wanted to keep the ad white, clean and modern with powerful taglines and strong color palettes.
While creating the print ad, I was also heavily focused on the on-site signage that would mirror this look and feel. I felt this look would update and elevate the G2E brand in all aspects of the show. The white, strong and clean element this design brings would really stand out among the thousands of attendees and exhibitors in Vegas on a casino floor.
While the team loved the initial concept, they asked for some similar designs that focused on the current logo while including some additional background color options and variations.
