Fallsview Casino Resort Rebrand by brittney dullin

Mission Statement Built on a cliff overlooking the world-famous Horseshoe Falls, Fallsview Casino Resort is the largest and most elegant gaming resort facility in Canada. We aim to be a location for non-stop fun, relaxation, and long lasting memories that will keep our guests coming back.

Branding Strategy The rebranding of the Fallsview Casino Resort is meant to update the brand to more accurately fit the fun yet sophisticated aspects of the facility modeled after the belle ĂŠpoque period in France. This new design pairs modernity with elegance as a way to attract guests to come enjoy themselves inside after having the experience of Niagara Falls outside.

FALLSVIEW CASINO RESORT

Table of Contents Brand Elements

page 01-10

Company Rhetoric

page 11-12

Business Papers

page 13-16

Uniform Applications

page 17-18

Print Applications

page 19-20

Screen-based Applications

page 21-28

Interior Signage

page 29-30

Exterior Signage

page 31-32

Vehicle Application

page 33-34

BRAND ELEMENTS

Brand Elements The brand elements of the Fallsview Casino Resort refl ect the styling of the casino itself. A clean and simple design featuring aspects of the surrounding area such as the majestic wonder that is Niagara Falls and the cityâ&#x20AC;&#x2122;s vibrant skyline invoke the elegant yet entertainment filled environment of the casino.

LOGO

CASINO RESORT 01

full color logo

02 black & white logo

TYPOGRAPHY

Typefaces The typography used in the branding of Fallsview is meant to reinforce the elegant, refined style of the casino and all of its elements. The typefaces are very legible and modern to make sure effective communication occurs easily.

TYPOGRAPHY

for logotype only

arvil sans

REGULAR

Nexa Light

ABCDEFGHIJ KLMNOPQRS TUVWXYZ

ABCDEFGHIJ KLMNOPQRS TUVWXYZ abcdefghi jklmnopqr stuvwxyz

REGULAR

Edmonsans

02 for copy only

REGULAR

MEDIUM

BOLD

ABCDEFGHI JKLMNOPQ RSTUVWXYZ abcdefghi jklmnopqr stuvwxyz

ABCDEFGHI JKLMNOPQ RSTUVWXYZ abcdefghi jklmnopqr stuvwxyz 04

POSITIONING REQUIREMENTS

Positioning of the logo is important to making sure the brand’s presence is visible. Spacing around the logo should always be the same as the height of two “O”s used in “Casino Resort,” each represented by x.

x x

COLOR SCHEME

Primary Color Scheme

Pantone 2707 C CMYK = 23/10/0/0 HEX: BFD3ED

Pantone 7563 C CMYK = 20/37/100/1 HEX: CD9D2B

Pantone 7455 C CMYK = 84/71/0/0 HEX: 3F5BA9

Pantone Black C CMYK = 75/68/67/90 HEX: 000000

These colors refl ect the rich yet elegant manner of the casino itself and the surrounding landscape of Niagara Falls.

Secondary Color Scheme

Pantone 282 C CMYK = 23/10/0/0 HEX: BFD3ED

Pantone Cool Gray 6 C CMYK = 20/37/100/1 HEX: CD9D2B

CORRECT USAGE

Correct

Correct usage

The Fallsview logo is only meant to be used in approved ways that stay true to the design and are always legible.

Icon can be used alone

Incorrect

Do not rearrange logo

Do not use colors outside of the color scheme

Do not display on busy backgrounds

Use full color on navy materials and white on black materials

Do not skew/tilt logo

DESIGN MOTIFS

logotype

02 accent lines

03 poker chips

04 suit symbols

Motif elements are meant to reinforce the brand on many materials used within the casino and promotions.

PHOTOGRAPHIC THEMES

Photographic Themes Photography featured on Fallsview Casino Resort materials will have a common theme of professionally shot photographs that have high contrast with a blue tinted duotone. Photos feature authentic people enjoying our facility rather than impersonal stock photography to show the true experience at Fallsview.

PHOTOGRAPHIC THEMES

COMPANY RHETORIC

Company Rhetoric The company rhetoric is meant to refl ect the entertainment aspect of Fallsview. Tag lines and other language used in branding and promotional material should be fun, playful, and connect directly with our guests.

COMPANY RHETORIC

The Jack of All Trades

Fall into Fun

Our House is Your House

BUSINESS PAPERS

Business Papers Fallsview stationery is meant to be used for all official documents sent out by the resort. It is minimal and mirrors the designs used throughout other materials but not take away from the important information on the documents.

BUSINESS PAPERS

6380 Fallsview Boulevard Niagara Falls, Ontario L2G 7X5

Dear Ms. Green, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed in nisl arcu, et commodo lacus. Donec luctus interdum mi quis tincidunt. Curabitur sed nisi lobortis risus vestibulum condimentum vel sagittis erat. Proin lorem magna, volutpat quis dapibus sed, sollicitudin at erat. Ut molestie, quam nec molestie consequat, eros tellus elementum libero, ac pharetra turpis sapien eget eros. Proin laoreet feugiat diam, in cursus lectus malesuada et. Suspendisse at orci tortor. Cras odio leo, imperdiet eu tincidunt tempus, ultrices et nibh. Maecenas tortor erat, mollis eget vestibulum ac, porttitor a ante. Cras sed orci mauris, eget commodo nulla. Donec convallis nisl eget neque tincidunt pharetra. Sed ut leo lectus. Curabitur eu tellus leo, vel aliquet metus. In bibendum vulputate est, non molestie odio porta eu. Pellentesque posuere fermentum justo, vel ullamcorper mi aliquet nec. Aenean non tellus ut massa lobortis bibendum. Mauris at metus non lacus feugiat facilisis. Etiam venenatis lacinia fermentum. Curabitur imperdiet hendrerit mauris, sed feugiat mauris imperdiet non. Praesent sodales, dolor sit amet tempor euismod, nisl dolor tincidunt metus, sed auctor erat enim nec ligula. Aenean posuere condimentum mi at vulputate. Aenean in elit sit amet elit rutrum placerat at eget leo. Maecenas quis dapibus odio. Quisque rhoncus molestie nibh, non dapibus justo convallis ut. Aliquam egestas diam vestibulum sem ullamcorper accumsan. Cras eget arcu in orci vestibulum euismod. Donec dignissim dolor adipiscing dui sollicitudin pretium ultrices enim elementum. Proin pellentesque, urna a consequat dapibus, nulla dui feugiat risus, sit amet sollicitudin felis orci quis nunc. Etiam tincidunt, orci at venenatis eleifend, elit enim varius nunc, vitae volutpat libero lacus at nunc. Donec id dui vitae quam consectetur auctor. Proin tellus urna, blandit ac lobortis vel, lobortis quis tellus. Mauris non nisl magna, at malesuada tellus. Mauris fringilla velit id ante lobortis semper. Cras in elit quam, non varius neque. Morbi ac sapien nec urna tincidunt consequat. Mauris non leo rutrum quam laoreet fringilla et vel nunc. Aliquam facilisis consectetur mauris a sodales. Fusce sit amet sapien magna, eu tincidunt risus. In eu augue non mi tempor sodales. Ut non leo dui, non lacinia est. Sincerely, Jonathon Smith

letterhead

BUSINESS PAPERS

6380 Fallsview Boulevard Niagara Falls, Ontario L2G 7X5

Jonathon Smith 7575 Main Street Buffalo, New York 14216

04 envelope - front

6380 Fallsview Boulevard Niagara Falls, Ontario L2G 7X5

05 mailing label

04 envelope l -b backk

BUSINESS PAPERS

6380 Fallsview Boulevard

Niagara Falls, Ontario

L2G 7X5

business card - front

Jonathon Smith HOUSE DEALER

1-888-325-5788

02 business card - back

UNIFORM APPLICATION

Uniform Application Each employee of the Fallsview Casino Resort is required to wear the appropriate uniform for their position to keep a common presence around the facility and to be able to offer our guests assistance whenever needed.

UNIFORM APPLICATION

polo for associates

02 polo for casino fl oor staff

Jonathon Smith HOUSE DEALER

03 name a tag ffor all employees l

04 visor for house dealers

PRINT APPLICATION

Print Application All printed materials with the Fallsview logo are required to adhere to the same guidelines as all other materials. Each should have very obvious branding to remind our guests about us while they are enjoying our facility and even when they are at home playing cards with their families.

PRINT APPLICATION

$5 $10

PLAYERS ADVANTAGE CLUB

$25

JONATHON S. SMITH

$100 01

players advantage club card

02 poker chips

03 playing card deck

SCREEN-BASED APPLICATIONS

Screen-based Applications The Fallsview Casino Resort has a very clear presence on screen as well as off. Our website provides all information guests may need to know about our facility from booking a hotel room, to finding out what events are coming up. Our mobile application is meant to teach guests the rules of popular games played on our casino fl oor through an easily explained rule book and actual game play. Our commerical spots should reinforce the fun aspects of Fallsview and entice visitors to see what weâ&#x20AC;&#x2122;re all about.

WEB DESIGN

home screen

WEB DESIGN

02 example of sub-level page

WEB DESIGN

GAMING

HOTEL

ENTERTAINMENT

DINING

PLAYER REWARDS

GETTING HERE

GAMING

HOTEL

ENTERTAINMENT

DINING

PLAYING REWARDS

Spirit of Christmas A Magical Celebration

Receive $10 FFree Pl Play l Membership is FREE!

November 16 - December 2 (excluding November 20 & 27)

Member Login

More Details

Gaming Options

Buy Tickets

Entertainment Calendar

NOVEMBER 2012 SUNDAY

Past

MONDAY

TUESDAY

Today

THURSDAY

Poker Room

DECEMBER

FRIDAY 2

Dancing Queen 3:00 PM, 8:30 PM

Table Games

OCTOBER

Upcoming

WEDNESDAY 1

Slots

GETTING HERE

EVENTS

Join the Players Advantage Club Today!

More Details

GAMING

Dancing Queen 9:00 PM

SATURDAY 3 Dancing Queen 3:00 PM, 9:00 PM

Bingo 4

5 Dancing Queen 3:00 PM, 7:00 PM

Interactive Gaming Floor Map High-Limit Slots

Dancing Queen 3:00 PM, 8:30 PM

8 Dancing Queen 8:30 PM

Dancing Queen 3:00 PM, 8:30 PM

Dancing Queen 3:00 PM, 7:00 PM

9 Dancing Queen 9:00 PM

16 Spirit of Christmas 9:00 PM

10 Dancing Queen 3:00 PM, 8:00 PM

17 Spirit of Christmas 3:00 PM, 9:00 PM

Casino VIP Services

Spirit of Christmas 3:00 PM, 7:00 PM

Spirit of Christmas 3:00 PM, 8:30 PM

21 Spirit of Christmas 3:00 PM, 8:30 PM

22 Spirit of Christmas 3:00 PM, 8:30 PM

23 Spirit of Christmas 3:00 PM, 9:00 PM

24 Spirit of Christmas 3:00 PM, 9:00 PM

Players Advantage Club

25 Poker Room

03 full scrollable pages

Spirit of Christmas 3:00 PM, 7:00 PM

Spirit of Christmas 3:00 PM, 8:30 PM

28 Spirit of Christmas 3:00 PM, 8:30 PM

29 Spirit of Christmas 3:00 PM, 8:30 PM

30 Spirit of Christmas 9:00 PM

WEB DESIGN

From To

Subject

WEDNESDAY JANUARY 30, 2013

BLACKJACK 21 TOURNAMENT GIVING AWAY $45,000 IN CASH PRIZES

GRAND PRIZE OF $25,000 For an entry fee of $250, you will play in one qualifying session, with the potential of advancing to the semi-final and championship rounds.

02 email advertisement

WEB DESIGN

WEDNESDAY JANUARY 30, 2013

BLACKJACK 21 TOURNAMENT GRAND PRIZE OF $25,000 go to www.fallsviewcasinoresort.com for more information

ROLL INTO FUN! 03 web banners

MOBILE DESIGN

CASINO RESORT

Gaming Guide

Read the Rules

Baccarat

Play the Game

Blackjack Craps

Blackjack is a very popular and fun casino game where the Players play against the Dealer. Wagers are placed on their betting positions on the table. When betting is completed, the Dealer gives each Player two cards face up. The Dealer also receives two cards; one face up and the other face down. The object is to have your cards equal or be as close to 21 as possible and beat the Dealerâ&#x20AC;&#x2122;s hand, without going over (busting). All tens, Jacks, Queens and Kings are valued at ten. Aces count as either one or eleven. All other cards play at their face value. If you receive an Ace and a ten, Jack, Queen or

Roulette

Gaming Guide

Read the Rules - Blackjack

Blackjack

Gaming Guide

CASINO RESORT

02 select between rule book and game play

home screen

Blackjack

CASINO RESORT

03 example of rule book page

Gaming Guide

9 19

8 a

6 5 7

Dealer

a 8

04 example of game play

7 5 6

Stand

Hit

05 app icon

COMMERCIAL STORYBOARD

first card falls

03 cards slow

02 cards continue to fall

04 zoom in and display tag line

INTERIOR SIGNAGE

Interior Signage The new signage placed inside the facility is designed to allow for a quick read and recognition of the Fallsview brand and direct guests easily where they want to go.

INTERIOR SIGNAGE

Poker Room Splash Bar Grand Buffet 17 Noir VIP Services 01

directional signs that hang from the ceiling

02 welcoming desk

EXTERIOR SIGNAGE

Exterior Signage The exterior signage for Fallsview is meant to make our location known from a far distance, as well as direct to sections of our facility a passerby may want to visit. It is often their first experience with Fallsview and thus should communicate easily what we are all about.

EXTERIOR SIGNAGE

Horseshoe Falls Incline Railway Portage Road

Casino Food Court Falls Scenic View

02 directional sign

large logotype meant to be seen from far distances

P 03 parking area sign

VEHICLE APPLICATION

Vehicle Application Vehicles used by Fallsview Casino Resort are meant to pick up our guests for events at our facility if requested, mostly for stays at our hotel. The vechicle decal design is simple and meant to quickly communicate our brand while in motion around Niagara Falls and the surrounding area.

VEHICLE APPLICATION

side view with diamonds and logotype

02 front view with diamonds and full logo