Branding for Massachusetts Gaming Commission
The Massachusetts Gaming Commission was founded in 2012 upon the passing of the Expanded Gaming Act in Massachusetts. As a new government agency, Mass Gaming required a complete brand identity from the ground up. Jackrabbit was up for the task, beginning with the logo design.
The principle mission of Mass Gaming needed to be reflected in the logo. Their mission is to create a fair, transparent, and participatory process for implementing the expanded gaming law. The agency is responsible for managing, selecting, licensing, overseeing, and regulating all racing and gaming facilities in the Commonwealth.
Jackrabbit created a logo that’s professional and has a sense of integrity. The design uses a strong icon, which has become an important and recognizable element of the logo design.
Website Design & Development
Jackrabbit then got to work applying the brand. The first official Mass Gaming website was designed, developed, and launched by Jackrabbit. We’ve also had the opportunity to refresh various parts of the website over the years and add new sections as the Commission’s needs changed. For example, the initial site focused on construction and the legal side of things, whereas today we are able to feature beautiful imagery from the operating casinos.
Marketing Collateral Design
In addition to the website, Jackrabbit designed a variety of key collateral. To communicate a sense of professionalism and integrity, the branding was applied in a clean and consistent way to all materials.
Since 2015, Jackrabbit has created the annual report for the Massachusetts Gaming Commission. We’ve established an overall look and feel that remains consistent, but the visuals help establish the priorities throughout the years–and the properties! We’ve worked through the early reports that covered breaking ground through the recent reports that show how the impressive properties have come to life, creating jobs and providing entertainment options to the state.
The mission of the Massachusetts Gaming Commission is to create a fair, transparent, and participatory process for implementing the expanded gaming law.
Jackrabbit created a brochure for the initial launch of Mass Gaming to introduce its overall mission. It also clearly communicates its top priority of keeping Massachusetts communities informed and engaged through a transparent and participatory process of implementing the expanded gaming law.
Signage & Banners
Another extension of the brand is through the signage that explains who Mass Gaming is and proudly displays their mission statement. We designed these to be long-term pieces that continue the brand goals of education and consistency.
Clean, professional, and well-designed stationery was a must for the organization. We worked through the typical pieces, from envelopes and letterhead to business cards. We also worked in a pretty special touch, using a print technique that incorporates metallic gold ink in the logo. This elevates the pieces in a subtle enough way, perfectly encapsulating the brand.