GameSense is the ongoing commitment by British Columbia Lottery Corporation that promotes responsible gambling. Its recent rebranding opened the opportunity to both refresh and rebuild one of their largest customer experiences.

The job was to translate GameSense´s online brand into an educational and supportive experience in a tone of voice that was approachable, humorous, quirky and light-hearted. To effectively deliver the content in a relevant way across a wide demographic, there content was also was re-organized, simplified and modernized.

With help of the refreshed content and whimsical yet relatable illustrations, we created a user experience that is informative, supportive and educational with a smile.

The whimsical illustrations provides counterbalance to the sometimes serious subject matter and helps GS tell their story in a cohesive, recognizable, and enduring manner.
The illustrations were created by Wonderlust​​​​​​​

 

 

 

 

 

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A comprehensive style guide was created to provide visual guidance within a robust design system. From use of colour to typography, modules, illustrations, and down to the smallest of elements.

Role: Creative Direction + Design