Case Study

Casino Regina

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Creative Renovation

The Phoenix team worked with SaskGaming to discover the authentic truths about the casino brands. The brand is expressed in the creative as rich and vibrant. Players find the Casinos Regina & Moose Jaw to be exciting, friendly and inclusive.

Balance. Belonging. 

We heard from the players that the experience is personal—a club, their club. The experience is the brand and within that experience exists a duality. Day/night, alter/ego, exclusive/inclusive. This dyad forms the foundation of the brand: the unexpected.

What we did:

  • Brand Strategy
  • Marketing Strategy
  • Creative Development
  • Website Development
  • Content Development
  • Photoshoot
  • Video Production


Organic traffic from SEO considerations


Average time on site

A rich and colourful palette

A wide and vibrant colour palette was developed and is showcased monthly in the Player's Club newsletter.

The main branding palette is seen in emblems and wordmarks, accented with secondary bright, warm and vibrant colours.

The tertiary colour palette of brights and neons is used for promotions or as accent only. Promotion colours are not limited to the tertiary palette, as long as they stand out from the branding creative.

Spot photography is used in creative throughout branding, entertainment and promotions. In style, the images are altered by channel manipulation and overlays. They are vibrant and energetic, challenging their original form in a playful way.

Identities Aligned

From Union Station, to the Poker Tournaments, new identities aligned with the brand.


The entertainment photography style unifies the performers and creates continuity within the casino brand.

Fun. Exciting. Unexpected.

In words the voice of the Casino is like a dynamic morning radio show team. They keep things fun, interesting and vibrant, they’re also who you turn to for important information. They keep you updated. They love to add a wink and a nudge or a little bit of innuendo, but only once in a while, and never to diminish the quality of their message.