Creative Director • Lead Design
Design, Web, Video, Radio
The Ask
Build out the brand identity and full marketing program for My Club Rewards, Gateway Casinos' official customer loyalty program, operating across all 14 Ontario properties. The brand needed to position itself as a premium, lifestyle-oriented program — not just a points system, but a status-driven membership worth belonging to, one that could credibly support partnerships with brands like Baha Mar Resorts and Norwegian Cruise Lines.
The Challenge
Loyalty programs are functionally invisible to most guests until they're framed as something aspirational — the challenge was making a points-and-perks system feel like a premium lifestyle brand rather than back-office plumbing. That meant the visual language (bold typography, high-contrast metallics) had to read as luxury while still tying back into the broader Gateway Casinos visual ecosystem, so the program felt connected to — not disconnected from — its parent brand. On top of the brand challenge was an operational one: this wasn't just creative output, it required integrating a real player rewards database and rebranding hardware already live on casino floors (slot digital displays), meaning design decisions had real technical and systems constraints, not just aesthetic ones. And because the program lived across 14 properties, consistency at scale was non-negotiable.
The Solution
The response spanned brand, product, and channel:
Brand identity • bold typography paired with high-contrast metallics to signal premium/lifestyle positioning while staying visually tethered to the Gateway Casinos brand system.
Product integration • web development and direct integration with the player rewards database, so the brand experience matched the functional membership experience.
In-venue rollout • rebranding of casino slot digital displays and in-house printed POS, bringing the new identity directly onto the gaming floor across all 14 Ontario properties.
Partnership tie-ins • creative built to support and reflect premium partnerships with Baha Mar Resorts and Norwegian Cruise Lines, reinforcing the lifestyle positioning with real, recognizable travel brands.
Full-funnel marketing • out-of-home and direct channels including direct mail, email, billboards, radio, traditional print, social, and television, giving the loyalty brand the same channel weight as a standalone consumer brand.
