BCLC set out to launch new in-casino PROLINE Sportsbook lounges across six locations in B.C., transforming sports betting into an immersive, social, game day experience.

Our goal was to introduce a fresh, engaging brand environment that amplifies the established PROLINE identity while celebrating this next evolution of sports betting.

We needed to introduce a fresh, engaging brand environment that amplifies the established PROLINE identity while celebrating this next evolution of sports betting. Solution Where Game-Day Meets Casino Night. We evolved the PROLINE brand into a fully realized physical experience. By leveraging the brand’s existing look and feel, we extended it into a lounge environment designed for momentum, anticipation, and camaraderie. 

Creative Concept: Embody the PROLINE brand through dynamic visuals, layered motion, and impactful design that make the environment feel alive with live sports action. 

Visual Identity: High-energy, neon-lit, collegiate-inspired graphics that blend varsity typography, dynamic italics, and glowing edge treatments to evoke momentum, adrenaline, and competition. 

Motion & Environment: Designed around movement, dynamics, and adrenaline, using high-energy transitions, players seemingly bursting from the screen, and stadium-inspired sound, making every touchpoint crafted for excitement and cohesion. 

Omnichannel Campaign: Supporting assets, including radio, print, posters, and merchandise, extended the experience beyond the lounge, aiming to build awareness and drive foot traffic.