Aspers Casino DNA 2016

To launch the new Aspers vision and values to all employees at a company roadshow and future presentations, we produced this DNA brand to represent each key value in an icon format. Aspers Casino is made up of many departments and needed a common symbol for the collateral and communication of the business to promote the vision and values. This common symbol would be the hexagon as this would able to stand alone or link together for all the departments. Also, to represent the internal aspect of the business the Aspers ‘A’ Logo is place inside hexagon. The sub-headline is a key part of the vision and values and this promoted the message to staff. I used a bold san serif font “Century Gothic’ so this looked fresh and clean for all to read. Later this was used on all internal communication collateral from: payslips, desk note pads, mouse mats, pens, diary covers and internal email footers to remind staff of the vision and values at all times. This is still in use today by all the staff at every level of the business.