Brand identity
Safer Gambling Strategies
Navigating the maze of responsible gaming
- Year
- 2025
- Target Audience
- Gaming operators, tribal & state governments, sports leagues, academic institutions, and NGOs
- Engagement type
- Brand Identity
- Sector
- Public Health, Regulatory Policy & Responsible Gaming Consulting
Project Overview
Safer Gambling Strategies (SGS) is a premier strategic advisory firm founded by Keith Whyte, an industry leader with over 30 years of experience shaping responsible gaming frameworks globally. Tasked with translating the founder's stature into an enduring brand identity, this project delivered a brand system built for executive-level engagement across commercial operators, regulatory bodies, professional sports leagues, and public institutions.
The Challenge
While the commercial gaming landscape often defaults to neon, high-energy palettes or defensive regulatory tropes, SGS needed to occupy the space of authoritative navigation. The brand required a balance between unyielding institutional integrity and pragmatic, strategic counsel.
The Concept: Navigating the Maze
The final logomark draws from the concept of clarity within complexity. Gambling addiction and policy landscapes represent a convoluted labyrinth; SGS serves as the steady, structured guide leading stakeholders through it.
The brand
Logo — primary, on Seasalt
Reversed, for dark backgrounds
Color palette — 70% primary, 20% secondary, 10% accent
Primary — 70% of the brand footprint, executive gravitas and crisp contrast
Marian Blue
#263987
Seasalt
#FAFAFD
Secondary — 20%, structural containers and reports
Alice Blue
#E2EDF3
Blue Grey
#699AC5
Accent — 10%, high-level strategic advisory and institutional milestones
Old Gold
#C7A941
Typography
Plus Jakarta Sans — headlines
Clean, confident geometric headers (SemiBold to ExtraBold) signaling forward movement and decisive counsel.
Strategic solutions for safer gambling
Inter — body text
A highly legible neutral grotesque, optimized for complex white papers, policy decks, and screen presentations.
Our evidence-based approach helps organizations implement effective responsible-gaming measures while maintaining operational efficiency.
In use
I just finished a full brand design and website build project with Nadiia and I couldn't be happier! Not just great results but a smooth process from start to finish. Indeed, she generated so many great design concepts the hardest part was choosing one. I will continue to use Nadiia for all my design needs and would strongly recommend her for yours as well.
Keith Scott Whyte
President, Safer Gambling Strategies