Branding
Horse betting, leisure and hospitality
WinWorldwideSportsS.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
Categories
Services
Context and challenge
The challenge was not simply to create an attractive brand. We had to design 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 without losing identity.
That meant thinking of the brand as a system from the very beginning:
- verbal and visual identity
- digital interface
- customer journey inside the venue
- overall atmosphere
- specific furniture for the gaming area
- integration of screens, boards and lighting
- modular adaptation to different spaces
Strategic approach
We understood the project as an integrated brand construction. We did not design a logo first and then “apply” it; 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 support a multi-site expansion without fragmenting.
The priority was to achieve:
- a recognisable and coherent identity
- a spatial experience with its own character
- a clear relationship between brand, interface and physical environment
- a replicable and operational solution
Scope of work
Naming and concept
- brand concept definition
- naming
- general tone and visual orientation of the system
Visual identity
- logo design
- corporate visual identity development
- corporate visual identity guidelines
- web identity guidelines
Web and interface
- web interface design
- web design and development
- coherent translation of the visual language into the digital environment
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
Gaming area and experience
- specific furniture design for the gaming area
- integration of monitors and boards for betting
- functional supports for the user experience
- LED lighting applied to the venue atmosphere
- backlit luminaires
- ceiling lights
- backlit bottle racks
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 not to fragment the experience: façade, interior, gaming area, bar and website all had to feel like parts of the same brand, not independent pieces designed in layers.
3D work was especially important because it allowed us to design and validate furniture, layout and atmosphere in advance, before execution and replication.
Guía de color
Colores primarios
Grandstand Blue
#202251
Pantone 282 C (approx.)
Paddock Green
#76BB00
Pantone 376 C (approx.)
Racecard White
#F0F0F0
Pantone Cool Gray 1 C (approx.)
System, replicability and depth
One of the greatest values of this case lies in its capacity as a system. We did not design an isolated piece, but a complete structure capable of being deployed in different venues while maintaining visual and experiential coherence.
This involved:
- modular decisions
- pieces designed to be repeated
- coherence between physical and digital supports
- a visual language clear enough not to dilute
- a 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 did not only define how Win Worldwide Sports S.A. should look, but how it should feel and function day to day.
The transformation translated into:
a much stronger and more professional identity
a venue experience with its own character
real integration between brand, space and digital system
a replicable foundation for multi-site growth
a much more structured and serious business perception
Strategic reading
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 do not understand design as a decorative layer, but as a complete structure of experience.
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