Win Worldwide Sports S.A.
We built an integrated brand system capable of moving from naming and identity to the website, furniture, lighting and rollout of the concept across 11 venues.
- Client
- Win Worldwide Sports S.A.
- Year
- 2010
- Sector
- Horse betting, leisure and hospitality
- Location
- Costa del Sol, Málaga
Context and challenge
The challenge went beyond creating an attractive brand: designing a complete experience for a network of venues connected to horse betting and leisure, with a logic solid enough to be replicated across different locations on the Costa del Sol with its identity intact.
That meant thinking of the brand as a system from the very beginning:
- 01verbal and visual identity
- 02digital interface
- 03customer journey inside the venue
- 04overall atmosphere
- 05specific furniture for the gaming area
- 06integration of screens, boards and lighting
- 07modular adaptation to different spaces
Strategic approach
We understood the project as an integrated brand construction. We worked from a system logic: how the brand should feel, how it should look, how it should work inside the space and how it could hold together through a multi-site expansion.
The priority was to achieve:
- 01a recognisable and coherent identity
- 02a spatial experience with its own character
- 03a clear relationship between brand, interface and physical environment
- 04a replicable and operational solution
What we made.
01
Naming and concept
- brand concept definition
- naming
- general tone and visual orientation of the system
02
Visual identity
- logo design
- corporate visual identity development
- corporate visual identity guidelines
- web identity guidelines
03
Web and interface
- web interface design
- web design and development
- coherent translation of the visual language into the digital environment
04
Commercial space
- commercial space design
- façade and commercial interior design
- window graphics and physical graphic elements
- wall paint and general atmosphere design
- bar area design
- definition of the venue’s overall atmosphere
05
Gaming area and experience
- specific furniture design for the gaming area
- integration of monitors and boards for betting
- functional elements that support the user experience
- LED lighting applied to the venue atmosphere
- backlit luminaires
- ceiling lights
- backlit bottle racks
06
3D, prototyping and rollout
- 3D design of key elements
- preparation of initial prototypes
- definition of replicable pieces
- system preparation for rollout across 11 venues
Visual development
Visually, the project worked with a strong identity designed to coexist with screens, signage, lighting and a leisure environment with rhythm and character. The key was a continuous experience: façade, interior, gaming area, bar and website — with an interface and user experience aligned with the venue — all had to feel like parts of one brand.
3D work was especially important because it allowed us to design and validate furniture, layout and atmosphere in advance, before execution and replication.
System, replicability and depth
One of the great strengths of this case lies in its capacity as a system. We designed a complete structure capable of being deployed in different venues while maintaining visual and experiential coherence.
This involved:
- 01modular decisions
- 02pieces designed to be repeated
- 03coherence between physical and digital touchpoints
- 04a crisp visual language, recognisable at every venue
- 05a level of detail able to sustain the user experience in different contexts
Result and transformation
The project turned a brand into an integrated experience. We defined how Win Worldwide Sports S.A. should look, and also how it should feel and function day to day.
- 01a strong, professional identity
- 02a venue experience with its own character
- 03real integration between brand, space and digital system
- 04a replicable foundation for multi-site growth
- 05a business perceived as structured and serious
Tap a colour to copy its code
Win Worldwide Sports S.
A. shows that when a brand is thought through properly from the beginning, it can become a living system: digital, physical, functional and replicable. It is one of those projects that explains why at SIMA we understand design as a complete structure of experience.
Web design UX/UI · Branding · Marketing
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