YOU WIN SOME. YOU LOSE SOME.
MrQ was rapidly growing, and their brand no longer represented who they were becoming. Together, we embarked on an exciting collaboration, developing a strategy and new identity for the brand. Conducting a series of interviews helped me understand who MrQ is and who they want to be. The data gathered helped crystallise their vision, values, target audience, and tone of voice.
A new logo and brand identity was designed and developed specifically for online use and applied to marketing material and the product. As part of the brand, extensive guidelines were developed to help maintain consistency by the internal design team going forward.
– Strategy
– Branding
– Creative Direction
– Merch
– Brand Consultancy
From an underdog to a top player
The new MrQ brand is a real success story. Their new positioning and look helped them stand out from competitors and carve out a unique space in the market, becoming one of the most powerful and well-known gaming brands in the UK.
The message “You win some. You lose some” was considered a controversial approach for a brand in their category. It spoke directly to their target audience - the realist players - and became a war cry for MrQ that helped establish them as the honest, no BS casino that says it how it is. Most importantly it got people talking. The tagline was used in their TV campaigns ever since.
