PENN Entertainment
PENN Entertainment, a Sportsbook, Entertainment, and Hotel & Gaming Company recently went through a rebrand and complete overhaul to enter modernize their brand for a more digital focused presence.
The task - Create a digital identity from scratch, serving both investors and customers, and build a new experience across every screen imaginable.
UI and Brand Discovery
Step one with the client was to build out early concepts of digital brand assets, and what direction to guide the brand digitally, as this stage all we had with guidelines was a logo, font, and high level color palette.
A homepage for all
How do you make a homepage for an audience of loyal players over 50, younger players who expect a high quality digital experience, and a place investors can get the information they need? Navigability, a modern aesthetic, and retention of a complex rewards system was all equally critical.
Delivering Consistent UI Across Disparate Backends
PENN’s baseline brand is structured around each Casino, restaurant, or hotel operating separately - but the points system is the same account. How do you make sure that makes sense to users?
Deliverables
A full end-to-to end UI kit that can handle anything from basic page layout to logged in user experiences and dashboard enhancements.
