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

The Need

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.

The Solution

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 Results

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.