UK’s Biggest Casino Operator.
The development of the Stanley Casino brand started in the 90’s and by the next decade it had become the biggest UK Casino operator in the UK.
Due to the different offerings across the estate, work was required to brand 3 very different styles of casino making up the provincial sites. The 4 main flagship London sites retained their individual identities, and so Circus, Maxims and Mint brands were created to redefine the Stanley brand over more than 50 UK sites.
The range of deliverables were extensive, covering internal and external signage and styling, casino launch campaigns, internal POS, membership literature, promotions delivered at site and also within direct marketing campaigns. The 3 main provincial brands became forward facing, and were still kept in place for a number of years after Stanley was bought out by International brand Genting.
Genting Casinos UK continue to operate as the UK’s biggest Casino chain, with 57 sites to date.