Golden Palace Brand Refresh
Type
Brand Design, System & Guidelines
Role
Art Director & Design Team Lead
The Challenge
Golden Palace Casino operates casinos and gaming halls across Belgium and France, with a team of 10 graphic and motion designers producing promotional and event visuals every week. The only shared element was the logo. Colours, typefaces, illustration styles, and layout approaches varied from designer to designer and location to location. Six different versions of the "standard" logo were in use. As Design Team Lead, my first priority was to understand the full scope of the problem before proposing any solution, so I conducted a comprehensive visual audit across all landbased locations in both countries.
The Solution
The audit mapped all existing output into five distinct asset types: events, themed promotions, informational notices, Win & More prize contests, and brand communications. This gave us a clear framework to work within rather than trying to govern every design decision from scratch. From there, I developed a unified visual identity and design language for the Casino brand across Belgium and France. This included standardising the logo to a single version per context, establishing Averta as the consistent primary typeface (with Mokoko for long-form text), and defining a secondary colour palette guided by principle rather than fixed swatches: warm, deep, opulent tones that complement the brand gold. For each of the five asset types, we created explicit visual formulas specifying the role of every element (central image, confetti, clover curve framing, lighting effects, legal mentions) so any designer on the team could produce consistent work independently. The audit findings and recommendations were documented alongside the complete visual guidelines, covering Belgium and France separately to account for their different legal requirements.
