Harrison Fraser

Creating brands,
creating places

Metropolitan Gaming Group

A world of gaming and entertainment

  • Strategy
  • Engagement
  • Identity

Having acquired Caesars EMEA, Metropolitan Gaming sought to create a new world of gaming and entertainment and to bring it to life online and across its physical destinations, including the iconic Empire Casino in Leicester Square, London.

H:F developed the brand proposition and group brand architecture, establishing a vision for Metropolitan to become the no.1 multi-channel gaming and leisure brand for people who live city life to the full. H:F also analysed the customer journey across key touch points and developed brand icons and rituals for use across the estate.

In addition, H:F refined the brand look and feel including colour and typography and created the employee engagement programme for the brand launch, producing assets such as posters, branded gifts, a card deck, back-of house graphics, and a new microsite.

H:F has continued to work in partnership with the Metropolitan team as they roll out their new identity and as their portfolio evolves, including the launch of London’s newest luxury casino Metropolitan Mayfair.