Amelco is one of the world’s leading providers of sportsbook, casino and lottery technology, but its visual presence did not reflect the scale, innovation or sophistication of the business. Working within an established brand identity and a deliberately limited colour palette, my challenge was to evolve the brand by using its existing elements in more confident, contemporary and expressive ways. I helped transform Amelco’s visual presence across key touchpoints, refreshing its social media creative, shaping the visual direction of its new website and designing large scale exhibition graphics for major industry events.

The approach was about evolution rather than reinvention. With a restricted colour palette and an established set of brand guidelines, I focused on finding new ways to create energy, depth and flexibility from the assets already available. Stronger typography, considered composition, dynamic layouts and a more sophisticated use of imagery helped shift the identity towards a cleaner, technology-led aesthetic. I also introduced greater consistency across social, digital and physical environments, creating a visual system that could scale from everyday content to websites and large-format exhibition spaces. Every decision was designed to push the brand forward without losing the recognition and equity Amelco had already built.

The result was a significant shift in how Amelco presented itself to the market. A stronger and more consistent visual direction transformed the brand from a traditional corporate identity into something more confident, contemporary and technology focused. The refreshed creative now works cohesively across social media, digital platforms and major international events, creating an identity that better reflects the scale and innovation of the business. Most importantly, this transformation was achieved while retaining the foundations and familiarity of the existing brand.