BetMGM | The Roar
New gambling laws in the US had opened up exciting opportunities. BetMGM had began developing their brand presence, but needed help creating a content portal to drive more engagement. MGM has a legacy in the world of entertainment, so let’s use that experience and bring the same energy to sports betting. We developed a platform that allowed BetMGM to speak about both sport and casino, in their distinctive tone of voice.
Originally we were tasked with creating two separate content hubs, but through development we showed how we could have one over-arching brand that housed both casino and sport.
We developed a long list of potential names, through testing we landed on The Roar. We loved the simplicity, the energy, and how it worked for casino, sport, and MGM.
We tried to capture the energy and passion of sport (and casino) in our brand development, but we needed to mindful of the current MGM suite of branding.
When developing the content site, we stripped back all of the elements to their simplest form. A color system aided clarity, with black and gold being the dominant navigation colors.
We also developed a brand system that tapped into the excitement and energy of The Roar, playing with a variety of grids based on elements found within sport and casino.
Our final system took inspiration from the energy and type treatments found in American sports coverage and merging that with the UI found within casinos.
BRAND PLAYBOOK
As part of developing The Roar, we also created a BetMGM brand playbook. This was designed to align all of the BetMGM brand assets and sub brands under one creative strategy.
