Whale Global is a members-only gambling and entertainment brand offering an assortment of sportsbook, race book, and casino betting online. Through their high-end loyalty program, Whale provides members with access to unique hospitality-related goods and services, much like a brick-and-mortar Las Vegas casino. Whale also offers a breadth of B2B consulting and advisory services throughout the world.
Having been a client for over 8 years, the portfolio of work completed for Whale is large and covers a myriad of disciplines including graphic design, branding, creative direction, web design, development, and more. The following case study focuses on the initial brand identity and the design and development of a handful of the brand's multitude of websites.
Logo & Brand Identity
Whale is an international brand that offers a large selection of different online products, sub-labels, and services. As such, the brand’s identity needed to be globally identifiable, yet clean and versatile enough to work across all platforms and in different mediums. The Whale logomark reflects both a literal and symbolic representation of the brand. The image of the whale is pronounced, yet, stylishly unique, while the circular shape and abstract nature of the whale illustration doubles as a globe to reflect the international aspect of the brand. The logotype was designed to work in combination with the whale mark or on its own. The logotype also allows for the typographic logos of the Whale sub-brands to be added with relatively minor adjustments.
Web Design & Development
While not the initial point of entry for most Whale customers, whaleglobal.com, is the main umbrella site for the brand, serving as an information hub, gateway to the brand’s core sub-sites, and offering an overview of the B2B consulting and advisory services. The mobile-responsive website was built on the WordPress multi-site platform so that most of the brand’s websites could be managed from one central admin area. Multisite also allows additional sites to be added relatively quickly and assets to be easily shared across the network.
Whale Lifestyle was created as a way to highlight the luxury goods and services offered to Whale members as well as to provide an online source for leisure and entertainment related content spanning a range of topics including dining, nightlife, travel, wellness, art, philanthropy, pop-culture and more. Whale Lifestyle was built on the Whale Global multi-site network and includes a handful of custom content sections with hierarchical taxonomies within.
Whale Gaming is the bread and butter of the Whale brand, serving as the comprehensive members-only online betting platform. Whale Gaming offers pre-match and in-play markets across all major sporting and track events along with a full suite of popular casino, live dealer, slot and new age games. Unlike most of the other Whale Global websites, the Whale Gaming platform was designed and developed on the front-end of a more complex third-party gaming management system.
Whale Insider was designed and built as an employees-only source for industry related news. The mobile responsive website uses RSS to parse through dozens of external content sites to repopulate relevant news in an ongoing password protected feed. The content links directly to the external sources and can be bookmarked for later viewing.