This is a rebrand of Global Gaming Expo (G2E), a gaming industry trade show. New brand name was given to aim familiarity towards the gaming industry, and to target broader audience including those who are new to casino games.
The overall branding reframes the typical sexualized imageries of casinos that can be captured from advertising and brings the joyfulness and excitement through custom typeface. The font was built under a grid based on a four leaf clover shape, which represents luck. The idea was inspired by the nature of casino games.