CGI adds fun to look

CGI Brandsense has revamped the visual language of gaming and gambling website portal Rank. com, and is now working on applying the designs to membership packs and cards.

The consultancy has introduced a more illustrative visual style and a handwritten-effect typeface to meet the main objective of the brief, to make the website more approachable and user-friendly.

‘There’s so much security and trustworthiness in the main Rank identity [featuring the man with the gong] that we felt we could inject more fun and quirkiness into the on-line visual language,’ explains CGI Brandsense designer Sue Purkiss-Webb, who led the project creatively.

A strapline, ‘Life’s more fun when you’, emerged from consumer research in conjunction with the client and its ad agencies.

CGI Brandsense was appointed in late July, without a pitch.

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