2026
Hard Rock Bet Casino: Brand Refresh
72&SUNNY
Group Creative Director: Geno Burmester, Peter Hughes
Group Design Director: Natasha Cirisano
Design Director: Shantanu Sharma
Senior Designer: Thalia Kelly
Brand Manager: Humza Khalid
Producer: Nereida Valles
BUCK
Creative Director: Conrad Ostwald
Art Director: Rasmus Stenberg
Animation Director: Marco van der Vlag
Designers: Estefan Richter, Bernd Bousard, Elina Ersdorf, Tristan Huschke
2D Animator (AE): Adrian Moran, Valerio Di Mario, Stefano Malerba, Nicolas Grandry, Gabriele Montinaro, John Stewart
3D Animator: Hannes Weikert
Executive Producer: Chance Woodward
Senior Producer: Katie Liston
HARD ROCK DIGITAL
Executive Managing Director & President: Matt Primeaux
SVP, Marketing & Engagement: Zach Sold
Sr. Director, Media Planning & Strategy: Max Madler
Marketing Consultant: Julie Fields
Vice President, Brand Marketing: Lauren Varnas
Director, Casino Integrated Marketing: Brian Brown
Senior Manager, Brand Marketing Casino: Marissa Malloy
Sr. Director, Production: Craig Finkel
VP, Creative & Design: Tim Tuley
Sr. Director, Creative: Mike Rice
Hard Rock Bet Casino is that rebellious streak thrumming in your pocket. We wanted the brand to feel electric, indulgent, impossible to ignore. Inspired by the rhythm at the heart of Hard Rock's DNA, we built a visual system that carries tempo without sound, creating momentum across every touchpoint.
The identity pushes Hard Rock's equity into casino territory. Iconography drawn from game patterns adds texture; a richer palette of Electric Magenta and warm tones amplifies the signature Violets. Graphic elements carry kinetic behavior, turning small interactions into moments of play, then expanding into a modular motion toolkit with dynamic patterns and animations.
We stripped away the clutter the category hides behind: fewer distractions, clearer hierarchy, sharper focus, carried by the variable typeface Neusa Neu VT.
Less about breaking rules, more about showing up confidently, unapologetically simple.
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