Want Branding

Wind Creek

Expertise:
  • Brand Naming
  • Brand Architecture
  • Brand Evaluation
  • Brand Research
  • Brand Messaging
  • Brand Definition
Background & Challenge:

In 2013, the gaming and hospitality arm of the Poarch Creek Indians (PCI) had grown from a small casino in a makeshift tent to a $1B gaming company on the verge of opening its 3rd major property.

PCI Gaming approached us to help them create a consistent brand message that could be clearly articulated and communicated across all their properties’ touchpoints, and to create consistency across all their brands.

Solution:

Over a 4-month period, we spoke with their stakeholders, employees and customers in order to determine what was special about PCI. Based on our learning, we created a simple, true and meaningful positioning idea for PCI: “Putting People First”.

We also consolidated their properties under one name (Wind Creek), with a simple visual lock-up to distinguish each individual property. Finally, we created verbal elements to better tie in to the new positioning, including for spaces within the properties, as well as their loyalty program.

Outcome:

The Wind Creek brand continues to grow under the new unified brand, with 2 new sister properties, and a new casino hotel planned for the future. Revenues for Poarch Creek Indian Gaming are now the fastest growing among all 28 states with Indian Casinos.

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