SIGA Rewards
Project description
SIGA Rewards
01 Brand Discovery & immersion
02 Brand Strategy
03 Brand Identity
➔ Visual & Verbal
➔ Printed guidelines
➔ Digital guidelines website
04 Brand Application
➔ Landing page design & development
➔ Custom social templates
➔ Stationary design
05 Brand Activation
➔ Campaign creation
06 Team Training
➔ Marketing Summit workshop
SIGA partnered with Guide to reimagine its loyalty program into something greater: a brand that uplifts, connects, and rewards both members and employees alike. The result was SIGA Rewards: an elevated, purpose-driven extension of SIGA’s entertainment experience. Rooted in First Nations hospitality and designed with a modern, member-first approach, the new brand brings together strategy, creativity, and emotion to inspire every moment of play.
01 Brand Discovery & immersion
Every powerful rebrand starts with alignment. We facilitated an immersive discovery session with stakeholders and executives across the organization to uncover the vision, challenges, opportunities, and future direction of the rewards experience.
With multiple teams and layers of approval involved, creating clarity and shared direction early in the process was essential.
Definition
We heard everybody out, and made connections through our research and discovery to define the direction and aesthetic of the new brand.
North Start Concept
We anchored the brand creation around ‘Elevate Your Experience’
Outcome
With many stakeholders involved, come many opinions and it is more important than ever to have alignment and buy in before moving into the next steps. This resulted in zero revisions and a smooth transition into creating the Strategy and Identity.
02 Brand Strategy
The strategy became the foundation for alignment across the organization.
It created a clear distinction between the corporate SIGA brand and the SIGA Rewards experience while defining how the brand should look, feel, speak, and evolve moving forward.
More than a document, it became a decision-making tool that aligned teams, guided creativity, and ensured consistency across every casino and touchpoint.
03 Brand Identity
Logo Mark
Designing the logo mark was one of the most challenging and meaningful parts of the project.
The identity needed to honour the heritage and recognition of SIGA while evolving the Rewards experience into something more elevated, flexible, and future-focused.
The final mark balances familiarity with progression, capturing the essence of rewards, movement, and experience in a way that feels timeless across both physical and digital environments.
The mark received zero revisions.
Scalability & Flexibility
The identity system needed to perform everywhere.
From membership cards and golf balls to digital platforms, signage, apparel, and large-scale advertising, the mark was designed to remain recognizable, legible, and impactful at every size.
Both vertical and horizontal applications ensured flexibility across every touchpoint while maintaining strong brand recognition from a distance.
Identity System
One of the greatest challenges was creating a system that could both stand alone and seamlessly integrate across multiple casino brands.
The identity needed to feel elevated yet inviting, premium without becoming disconnected from the personality of each property.
Core Brand
Blue became the anchor colour of the system, representing trust, elevation, and the feeling of being rewarded day and night. Gold was introduced as a reward-driven accent, creating moments of distinction and celebration throughout the experience.
+
Casino Brands
To integrate with each casino’s unique identity, the system was designed with adaptable gradients and colour treatments that could flex across locations, campaigns, and seasonal promotions while still feeling unmistakably SIGA Rewards.
Colour System
Rather than competing with the casino sub-brands, the Rewards system was intentionally built to complement and enhance them.
The result was a dynamic visual system that gives the internal team room for creativity while maintaining consistency, flexibility, and long-term scalability.
Brand Guidelines
To support implementation across multiple teams, properties, partners, and agencies, we developed both a comprehensive printed brand guide and a digital brand hub.
The guidelines brought together the strategy, identity system, verbal identity, templates, assets, and implementation standards into one accessible source of truth. Teams could quickly find everything they needed, from logo files and colour specifications to messaging frameworks and campaign examples.
The digital platform was designed to evolve alongside the brand, providing easy access to resources, downloadable assets, and linked tools across the organization.
04 Brand Application
05 Brand Activation
06 Team activation
Marketing Summit
Launching a new brand is about more than unveiling a logo, it’s about creating understanding, alignment, and excitement among the people responsible for bringing it to life.
At the SIGA Marketing Summit, we facilitated a brand activation and training experience for marketing coordinators, property teams, and central office staff from across the organization. Together, we explored the strategy behind the brand, the thinking behind the identity system, and the role each team plays in delivering a consistent Rewards experience.
The session focused on practical application, giving teams the confidence to work within the brand system while encouraging creativity and local activation. From campaigns and promotions to guest communications and digital touchpoints, participants gained a clear understanding of how to use the brand effectively in their day-to-day work.
Each attendee received a field guide that served as both a workshop companion and an ongoing reference tool, helping ensure the brand could be activated consistently across every property and platform.
The result was a team that wasn’t just introduced to the new brand; they were equipped to champion it.
