KenoGO
Life's a Ball
Project Category
Brand / Art Direction / Design
Agency
The Idea Shed
Client
KenoGO
KenoGO: Bringing Vibrancy to Life’s a Ball
In 2023, after a competitive pitch, The Idea Shed won the KenoGO account, introducing the brand’s new platform: ‘Life’s a Ball.’ This concept embodies KenoGO’s vibrant optimism, celebrating the thrill of winning and turning everyday waiting moments into something exciting.
As the creative for the KenoGO campaign The Thrill of the Wait, I had the privilege of extending my role to become a key contributor to the evolution of the Life’s a Ball platform. Acting as a brand guardian, I worked to align every creative execution with KenoGO’s tone of voice and visual identity. My work included refining art direction for ongoing creative assets, establishing brand guidelines for the future, and ensuring consistency across all touchpoints.
Through a combination of strategic thinking and hands-on creativity, I helped build a bold and energetic brand identity that resonated with consumers while supporting my team through high-pressure moments and tight deadlines.
Opportunities I Tackled:
1. Refreshing Gameplay Logos
KenoGO’s gameplay logos are one of its most visible consumer-facing assets, appearing on its global app and forming a key part of its brand refresh. With the company investing heavily in a modernised digital interface, it was essential to create logos that felt fresh, relevant, and aligned with the new brand vision.
As the lead designer, I spearheaded the logo development process from ideation to execution, navigating six rounds of creative exploration. The chosen creative direction, ‘Retro with a Modern Twist,’ drew inspiration from eras gone by—bottle caps, retro pokie machines, casino chips, and even a character concept, ‘Happy Go-lucky.’ The final design was rooted in the glitz of retro Las Vegas, incorporating bold shapes, bright lights, and a nod to Keno’s iconic numbered balls. The result was a set of playful, energetic logos that encapsulate KenoGO’s identity and elevate its brand presence.
2. 'Big Millionaire Winners' Campaigns
Celebrating jackpot winners is a cornerstone of KenoGO’s ongoing marketing efforts. These campaigns bring excitement to life through waves of out-of-home (OOH), digital, social, and press channels—rolled out at lightning speed whenever a big win occurs.
I’ve led several of these fast-paced campaigns, working with a nimble team to deliver 100+ media buys nationwide. From ideation to execution, I navigated the high-pressure environment with precision, ensuring every visual captured the jubilation of winning while aligning seamlessly with the broader brand identity. These moments were a testament to the agility and creativity required to bring a campaign to life on tight timelines.
3. Building retention
As part of KenoGO’s BAU (Business As Usual) efforts, I played a key role in crafting owned assets that embody the playful, kitschy personality of the brand. From CRM headers to app assets and beyond, these materials are integral to engaging the loyal customer base and reinforcing KenoGO’s tone of voice.
By creating a large pool of consumer-facing visuals, I ensured that every touchpoint consistently conveyed KenoGO’s unique personality. These assets celebrated the fun, lighthearted spirit of the brand, making it memorable and approachable for players.
Through these experiences, I not only helped build a dynamic and cohesive brand but also developed a deep understanding of balancing creativity, strategy, and execution in a fast-paced environment. KenoGO’s transformation into a vibrant, optimistic brand was an exciting challenge—and one I’m proud to have been a part of.