Tag: Design

SIGA needed to refresh each website, including their corporate site, to ensure brand cohesion across all of their properties.

Our goals were to improve the overall user experience across all SIGA casino websites. We needed to ensure cohesive branding across different properties, while also allowing each brand to stand out on its own. 

Our team collaborated with SIGA to create a strong design, seamless user experience, and robust content strategy, providing guidance that their team used to complete the development of the websites.

The project scope included: 

We conducted card sorting and tree testing exercises to understand how users categorize and navigate information. This process informed the restructuring of site architecture to align with user expectations and behaviors.

Looking at user needs, preferences, and industry best practices we designed a site architecture that organized information logically and intuitively. We wanted to ensure easy access to key information and services, enhancing user satisfaction and engagement.

After a thorough strategy phase, we were able to dive into website design. We created visually appealing and brand-consistent designs for all seven casino properties, as well as the corporate site. 

Keeping in mind SIGA’s branding and messaging goals, we developed a robust content strategy to ensure that content was engaging, relevant, and optimized for search engines.

We designed the websites for SIGA’s internal team to build. In order to ensure a smooth and successful handoff, we worked closely with SIGA’s internal team to ensure our design and strategy recommendations were implemented effectively. Providing detailed guidance for development, we enabled their team to build and deploy the new websites successfully.

Our collaboration with the Saskatchewan Indian Gaming Authority resulted in several website refreshes that met their goals of improving user experience and ensuring cohesive branding across all casino properties, strengthening SIGA’s overall brand identity and setting them up for continued success.

Check out the Bear Claw Casino website, or any of the individual casino websites to see our work in action.

Weyburn Tourism is dedicated to ensuring that residents and visitors have a positive experience. Through their website, social media channels and visitor guides, they highlight the very best of Weyburn. From cozy cafes to unique shops; historic museums to scenic nature trails – they prove that there is truly something for everyone.

The team at Weyburn Tourism was ready to embrace a big change. Their old brand was outdated and stale, and their presence in the community was often confused with The City of Weyburn. Weyburn Tourism wanted to ensure that their presence was felt and that people understood their mission. They wanted to create a brand that would impact visitors and that the residents of Weyburn could feel proud of. 

We started with a brand sprint to dive deep into the clients’ business and really understand their goals and challenges.

We really needed to understand what would drive people to Weyburn, both from a resident and non-resident perspective. We crafted a survey for both groups and distilled the results, using the insights to create three distinct personas.

Once we knew who we were speaking to we were able to craft key messaging that encapsulates the essence of Weyburn and speaks to the uniqueness of this small city with a big feel.

Rather than change Weyburn Tourism’s name, we opted to give them a new slogan. We felt that a slogan would hold more weight and move the needle in the right direction since the brand and slogan are what really bring Tourism to life.

We wanted to differentiate ourselves from the city’s slogan and opt for something that was unique, catchy and fresh.

“What’s Up, Weyburn!” resonates with their ideal personas, especially the younger generation. Without being cliche, it very clearly ties to tourism and is perfect to build a marketing campaign around, serving as its own call-to-action.

The Slogan design embraces how fun Weyburn really is. Bold and nostalgic, we opted for a retro colour palette and a retro font. It’s playful and eye-catching, without being cheesy or cliche. Most importantly, it’s uniquely Weyburn.

We created a simplified and modern logo mark that pairs nicely with the bold tagline. It’s easy to use on different backgrounds and is clean and modern, setting the team up for future growth.

The final piece of the project was to come up with a video concept that would bring everything together. We wanted to poise Weyburn as a destination city, highlighting their unique amenities, while staying true to their cozy, small-town feel.

Keeping in line with the retro slogan, we leaned even further into the nostalgia aspect, opting for an old-timey voice over that takes you through a long list of things to see and do in Weyburn at record speed. It’s unique, attention-grabbing and definitely will stick with you long after it stops playing

The team at Weyburn Tourism were open-minded and eager during the entire rebrand process. They were ready to drive their own narrative and take control of the image that Weyburn Tourism represents.

This project was a fun and an exciting collaboration between both of our teams, and resulted in an even more fun and exciting rebrand. Check out their website and follow them on social media to see even more of this rebrand in the wild. And don’t forget to add Weyburn to your travel bucket list!