How Does an Ace Change the Game: Sky Ute Casino’s Players’ Club Rebrand
The Client: Sky Ute Casino Resort
The Project: The Aces Club
For any casino, a players’ club is an integral part of operations with the potential to inspire loyalty, increase spend and reward repeat customers. As Sky Ute Casino Resort was planning for a casino-wide reopening following more than a year of pandemic-related shut-downs, they wanted a refreshed players’ club brand identity to celebrate the reopening and welcome players back with a fresh face. The Esparza team worked to evolve the Players’ Club (formerly The Bear’s Club) branding into a modern, easy to understand concept that still works within the overarching Sky Ute brand. We wanted Players’ Club membership to feel exclusive but attainable.
By modeling tier levels off of a deck of cards, we kept the visual language recognizable for a casino, while also taking our own sleek spin on a deck of cards with bold fonts and original iconography.
The concept was scalable across the deliverables made for the Aces Club, including brochures and membership cards in the form of actual playing cards. The rebrand has helped Sky Ute pivot their Players’ Club into a new customer experience and has prompted more member attention towards tier levels and benefits.
About Esparza Advertising
Esparza is an award-winning, full-service marketing agency that offers a wide range of services to help grow your business. We have offices in both New Mexico and Texas with clients worldwide.
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423 Copper Ave NW Albuquerque, NM, 87102 United States