FEATURED CLIENT
BJ's BINGOBrand discovery
Identity
Brand Book
Creative Direction
Integrated Campaigns
Ongoing support
My relationship with BJ’s Bingo started in 2021.
Initially, I was brought in to support with customer journey—creating a series of explainer videos to help new players navigate a visit to their bingo clubs.
That work landed well and is still in use today.
From there, the relationship grew.
By 2022, I was supporting them with an integrated Sky AdSmart TV campaign, backed up by outdoor and digital.
And by 2024, the conversation shifted again—this time to rebranding, to coinicide with the £3m refurbishment of their club in Leigh, Manchester.
Challenge
At first, the ask was simple: “Can you help us out with a new logo?”
But for me, the real issue was more complex than that:
- The brand lacked a foundation of clear brand principles
- There was no defined personality or tone of voice
- There was nothing consistent to build future campaigns from
And with the significant capital investment going into their club in Leigh, this was a chance to do it properly.
Not just a new look—but a proper rebrand, with solid foundations and clear brand principles grounded in research and insight.
This was a chance to do it properly. Not just a new look—but a proper rebrand.
Approach
I took a step back and built it from the ground up.
Working with the team, I led a full brand discovery process:
- Defining their WHY
- Building a personality around carefully considered brand archetypes
- Locking in a tone of voice that truly reflects the brand
- A modernised logo that respected the familiarity of the old, but redrawn for digital and beyond.
From there, I developed the full brand system and created their brand playbook.
Not rules—but a clear, confident guide to help the team and suppliers stay on brand.
Because the simple truth is: Consistent brands are trusted brands.
Solution
- Clear brand strategy and principles (WHY, personality, tone of voice)
- A future-fit, refreshed and modernised logo
- A full visual identity system (colour palette, typography, brand devices and full promotional asset pack)
- A comprehensive brand playbook
- Ongoing brand support and Campaign work
Impact
The shift was immediate. The brand now has a clear identity—and that carries through every touchpoint.
- A consistent look and feel across all clubs
- A brand that supports any major investment in the future
- Strong, integrated campaigns across TV, outdoor and digital
- Improved customer understanding through clear journey content
Through consistent application by their brand marketing team, there’s been noticeable ROI and business success at Leigh, which includes:
- New Member registrations increased by +359% vs prior 4-week average.
- New member registration to first visit conversion was consistently strong at 92%.
- The rebrand delivered both an immediate spike and continued elevated performance in the weeks that followed.
- Leigh shifted from steady performance, to a period of accelerated growth and renewed customer demand.
The rebrand delivered both an immediate spike and continued elevated performance.
Partnership
This didn’t stop at the rebrand.
I continue to work with BJ’s Bingo across brand, campaigns and wider creative direction—supporting everything from asset creation, to new promotions, to major campaigns.
That includes:
- Additional TV advertising work (inc. Sky Adsmart)
- Campaign and promotional development
- Direct mail and promotional activity
- Supporting wider group activity across both Shipley Creative, and the Shipley’s estate.
I continue to work closely with their internal team, acting as a creative partner—helping to both shape the ideas, and deliver them.
