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.
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 into the new positioning, including for spaces within the properties, as well as their loyalty program.
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.