Kewadin Casinos
All roads point to a successful
rebranding for five casinos.
Design firm: Red Circle Agency
Kewadin operates five casinos in the upper pennisula
of Michigan. However, most visitors to the
casinos are unaware of the parent company’s connection
and refer to the casinos by their locations.
To help bring the casinos under one brand rainbow,
Red Circle Agency offered the solution: “There’s no
place like Kewadin.”
“This is a campaign about a moment of ‘casino
truth,’” say Red Circle Agency designers. “It’s that
one moment when you realize that you have come
to this casino because of one special thing—that may
seem very personal, but in fact, may resonate with
other visitors.”
The concept “Your moment is waiting” was
designed to evoke the emotion associated with
playing cards. “If you ever play a game of Texas
Hold’em, you know that you can sit for a long time
and never see a pair of pocket aces. But when they
do hit, there is an excitement that hits you—a feeling
of self-control that you must maintain in order
to ‘hide’ your hand. This emotion is your moment,
your chance to strike and win the hand,” says
designer Dustin Joyce.
For the billboard designs, wood grains, natural
paper and dirty filters are used to create a north
woods appeal. Joyce says the designs feel very log
cabin—like the interiors of the casinos and the
locations in which the casinos reside.
Red Circle Agency
Creative director: Cathy Grisham
Art director: Brian Dunn
Lead designer: Dustin Joyce
Copywriter: Ben Schmidt
Client: Kewadin Casinos
Contact: www.redcircleagency.com
