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Barkely Mentorship 2016

1-888-Bets-Off

While working on the Missouri Lottery account as an account management intern, I was assigned to pro bono work for the Missouri Alliance to Curb Problem Gambling. The goal was to start a rebranding campaign for the MACPG's Bets Off program. This program features a helpline that will connect problem gamblers with therapists who can help them work through their addiction.

The brand needed a complete overhaul, so design intern Emily Duncan and I started with the first thing people would associate with the brand: the logo. We drew inspiration from bold, iconic marks that are appealing in design but timeless in simplicity. Our goal for the logo was for it to be able to work in one color and most importantly present the phone number in a clear and memorable way.

Our client ultimately chose the logo that is nothing like anything they had ever used. It is as bold as we had planned, and it adds an inviting touch with its circular design. After Emily and I left at the end of the summer, Barkley moved forward with the rest of the rebrand based on the logo we created.

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