
Great Canadian Gaming Company
Shorelines Casinos
Project lead
Agency59
Creative lead
Porter Hughes
Brand strategy
Agency59
Design
Agency59
Copywriting
Agency59
The Great Canadian Gaming Company brought us on board to help secure their award to purchase a trio of Ontario casinos up for sale. Still in the conceptual development phase, we had to remain nimble as we worked to build a brand identity for this emerging project. After several rounds of potential name and design approaches, we landed on a brandmark that would reflect the essence of the selected name which reflected the local geography. The final design reveals a poker chip with a simple ‘S’ designed with nautical elements capturing the casino it represents and the cottage life and boating culture it addresses. This elemental poker chip would do a lot of lifting for the Shoreline brand as the bricks and mortar casinos soon followed.




