Bacta

Bacta is the trade body representing the interests of Britain’s amusements and high street gaming manufacturers and operators. It’s an organisation with a significant role in shaping the industry, and the branding work I’ve delivered for them reflects that importance — considered, strategic, and built to serve both their membership and their wider public profile.

My primary focus with Bacta was designing and supporting the development of Bacta Portal, their new customer interaction system. It meant building a coherent identity for a complex digital platform used across the entire industry.

I developed the name, logo, brand, and UX for the Portal, working closely with their technology partner, ISD, throughout the development process.

Due to my background in the gambling and amusements sector, I held a seat on the industry members’ working group for the Portal project.

Beyond the Portal, I delivered a wide range of work for Bacta as part of an ongoing relationship. I wrote and designed the Portal User Guide — a substantial document helping operators understand and implement the system. I redesigned Bacta’s Membership Pack, giving it a more professional, contemporary feel that better represents the organisation’s standing. I also produced promotional materials and email marketing campaigns timed around their major annual trade show, EAG, at ExCeL London.

Video production has been another significant strand of my work with Bacta. I produced a number of videos, including social media clips and a comprehensive 13-minute user guide — handling everything from the script and voiceover to the on-screen graphics and video clips.

Bacta is also a founding partner in the collaboration that produced Game Payment Technology — a cashless payment solution for the amusements sector that I was instrumental in launching. My work across both projects demonstrates the breadth of strategic and creative support I bring to long-term client partnerships.

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