Keeping it REEL – an expert brand execution

Digital gaming content megastars ReelPlay engaged RCA back in 2019 to rebrand from Chance Interactive. The Sydney slots studio wanted to keep its heritage colours (a nod to legacy), while creating a strong, versatile new brand mark to meet a multi-faceted vision:

  1. Stand-out personality and at-a-glance resonance (the visual execution of strapline ‘we make slots’)

  2. Ability to hero the REEL stars of the show – the games

  3. Extractable creative elements with design crossover to products and campaigns (the reel array, play symbol, and hidden brand character)

Four years on, the ReelPlay team continues to drive differentiation through exemplary brand execution.

They badge every piece of digital collateral from launch teasers, front and end cards to partnership announcements. Creative elements are used across the product suite – look no further than the flagship 10K WAYS™ and INFINITY REELS™ mechanics.

This level of consistency and persistent visual storytelling has carved out wholly ownable brand and product positioning… which, at RCA, we call the absolute utopia of creative identity design.

RCA come strongly recommended, they’re great people. Super Jo and the team are always careful to listen to what we are trying to achieve and manage to turn those visions into reality, working methodically and iteratively. RCA bring their own ideas to the table of course, supply plenty of reference points along the way and always keep their eye on the prize. A pleasure to partner with.

David Johnson, CEO, ReelPlay

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