REBRAND & REPOSITIONING
As Lasseters Hotel & Casino $35million redevelopments progressed to encompass new products and make significant improvements to the existing offerings, we were left with an incumbent brand that no longer truly represented the business, nor competed with the branding and positioning of our competitors nationally.
With the words ‘Hotel’ and ‘Casino’ in the name, we risked narrowing our market – the consumer believes that is all we have to offer. Once the redevelopments were completed, the nature of the business will change and become an integrated resort or an entertainment precinct, alive with great facilities such as a resort pool, commercial gym, conferencing/business facilities, numerous restaurants and bars – not just a hotel and casino.
The look of the logo needed be contemporized to bring it into line with the new-look property. The incumbent logo was dated and affected people’s perceptions negatively.
After a successful business case was put to the owners a new logo and brand was rolled out in December 2013. The words ‘hotel casino’ were removed from the logo to create an umbrella brand that sub brands or product extensions could sit under.
The essence and equity of the logo was retained with a development of the ‘L’ that could be then used as recognisable brand mark and the positioning statement ‘Centre of Entertainment’ was trademarked and added. A colour palette of gold was adopted to signify luxury and tie in the with the origins of the business name (the legendary Lasseters Gold Reef story) with a greater emphasis on imagery.