Creating a new slots first experience built for players.

Jackpot Magic Slots was created as a spin off of Big Fish Casino to deliver a fresh and exciting slots experience. I defined the visual direction and brand identity, creating a vibrant, magical world that feels fun, luxe, and unmistakably its own.

The challenge

Jackpot Magic Slots was created as a spin off of Big Fish Casino to deliver a fresh, exciting slots experience. I defined the visual direction and brand identity, creating a vibrant, magical world that feels fun, luxe, and unmistakably its own.

My approach

Role: Art Manager | Brand Development | Visual Direction

  • In collaboration with Consumer Insights I researched players and market trends.

  • Explored a range of themes, moods and color directions.

  • Collaborated with UX and Art Manager to define the player experience.

  • Developed the brand identity and visual style.

The outcome

Successfully launched a new slots-first franchise that expanded the studio's portfolio with a distinct experience tailored to slot focused players.

Established a scalable visual identity that unified product, marketing, and LiveOps content, creating a foundation for future growth.

VISUAL DIRECTION

I explored several directions to find a perfect balance of luxe, magic and excitement. The final direction combines a vibrant and inviting aesthetic featuring warm tones, purples and pinks inspired by a moodboard capturing a sunset palette with gold accents.

Final direction

Electric nights

Vibrant, sunset inspired by nightlife colors and energy.

A celebration of iconic casino vibes through rich reds, golds and vintage glam.

classic vegas

ocean luxe

Modern, sophisticated, serene inspired by luxury and aqua environment.

Luxury experience, inspired by elegance, celebration and glitter textures.

Champagne glam

Brand identity

Once the visual direction was established, I led the exploration of multiple logo concepts to define a distinct identity for the new brand. Partnering with Consumer Insights, I guided the team through concept development, reviewed player feedback, and provided creative direction and approvals to refine the final logo. The selected direction balanced magic, excitement, and premium casino appeal.

Design Team: Dylan Hindenlang, Ivee Isidro and Erin McGarry

• Multiple creative territories
• Consumer Insights testing
• Collaborative design process

logo exploration

• Chosen through player testing
• Reflects luxe and magical look and feel
• Established foundation for the brand

final logo

Deliverables

My Role: Art Manager.

I owned final approval across the full brand and marketing toolkit needed for launch.

Design Team (reporting to me): Dylan Hindenlang, Shelley Humphries

Illustration: Matt Burchstead, Wouter Burneel

Animation: Franz Gabriel

brand foundation

Final logo, app icons, loading screen

MARKETING & LIVEOPS IMPLEMENTATION

Templates for ongoing creative assets for new slot releases and promotions