Leeds-based Supersonic has been brought on board by Fanatics to shape the identity of its recently expanded Fanatics Casino brand, drawing on the agency’s extensive experience across the gambling and gaming sector.
The challenge was to create something that could “elevate expectations of the category while remaining authentically Fanatics,” while at the same time avoiding the clutter and “noise” frequently associated with casino apps.
Rather than adding to that noise, Supersonic took a deliberately different approach: Make a casino brand quieter. The agency added that clarity wasn’t just a design principle, but “a signal of respect for the customer.”
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The result was “Clarity creates colour,” the foundation of the new identity.
Clarity, said Supersonic, represents restraint – a less-is-more approach that prioritises focus, ease and a refined user experience, while colour represents excitement and “the energy that emerges when nothing gets in the way of the game.”
Supersonic translated this initial idea into a distinctive visual system built around glass, light and refraction. Rather than relying on the visual clutter traditionally associated with casino, the system “creates energy through light, motion and transformation.”
For all the design aspirations, the identity also needed to feel unmistakably Fanatics. Supersonic built on the brand’s established black and white world, introducing colour, depth and movement while maintaining a strong connection to the wider brand and colourway.
The new system has now been rolled out across the Casino experience including digital, promotional creative, game launches, CRM and communications.
Michael Afflick, VP marketing, Casino at Fanatics, said: “We weren’t looking for another Casino brand. We were looking for something that could elevate expectations of the category while remaining authentically Fanatics. Supersonic brought a clear point of view, pushed us in all the right ways, and delivered a system that gives us the flexibility to grow.”
Brad Hill, co-founder & strategy director at Supersonic, added: “Casino is a category where brands are often competing to be louder, brighter and more attention-grabbing. We saw an opportunity to do the opposite. The challenge was to create something that felt confident enough to be quieter, while still delivering the energy and excitement people expect from the category.
“‘Clarity creates colour’ gave us a simple idea that could drive the whole identity. It allowed us to create a visual system with real flexibility, while giving the brand a distinctive point of view.”
