Foxy Bingo
Website Rebrand
The Backdrop
Foxy Bingo, a key player in GVC Holdings' portfolio (listed on the FTSE 250), stands tall alongside industry giants like BWIN, PartyPoker, and SportingBet. Since its inception in 2005, Foxy Bingo has become one of the UK’s largest online gaming destinations, offering an exciting experience with 30 bingo rooms and over 200 slot games.
The Mission
As one of the creative digital designers on this project, I played a crucial role in revamping Foxy Bingo's e-commerce gaming website and promotional content. My responsibilities included collaborating with cross-functional teams to define the visual identity, develop campaign strategies, and create a user-friendly interface. The challenge was to surpass competitors, enhance brand visibility, and captivate a new generation of players with an immersive experience.
Making It Happen
Using a brand tracker, the team analysed what made Foxy Bingo unique. This involved engaging with users, rigorous website testing, and studying competitors. During the branding phase, the rebrand embraced a refined aesthetic, revealing Hollywood A-lister Heather Graham behind Foxy’s iconic mask. Foxy, now in a modern two-piece suit, starred in humorous TV ads that extended across print and social media. My role included crafting campaign concepts infused with humour and spontaneity.
For the UI/UX design, informed by competitor analysis and user research, I helped create a user-friendly interface for over 60 new, top-notch games tailored for mobile and touch devices.
The Result
Working on Foxy Bingo was incredibly rewarding, delivering results that exceeded client expectations. Throughout the project, I gained valuable insights – from evaluating market research to creating low-fidelity wireframes, which were then transformed into high-fidelity UI designs. I also developed promotional content to boost website traffic. The outcome? Foxy Bingo emerged as the only brand with year-on-year improvements, doubling both monthly new users and site visits.