Ace’s pick▶PlinkoSLOTSTAKE
No. 03 · Brand & digital identity · 2026
A casino brand I designed: sophisticated entertainment with a playful wink.
The positioning I wrote for Slotstake
A destination for players seeking a premium gaming experience that combines the elegance of a high-end casino with the excitement and fun of play.
What I designed
The whole casino, end to end.
I took Slotstake from a blank page to a live product: strategy, identity, mascot, website, game art and campaigns, all designed as one world.
- 01Brand strategy
Positioning, values and tone of voice
- 02Identity
Spade-acorn mark, wordmark, palette, type
- 03Mascot
Ace the fox, his personality and every pose
- 04Website & casino UI
Desktop and mobile lobby, VIP, promos
- 05Game & sport art
16 Originals scenes, World Cup banners
- 06Icon system
45+ sculpted gold 3D icons
- 07Campaigns
Seasonal, weekly and VIP promotions
- 08Brand book & merch
22-page guidelines, print and plush
Brand essence · four values I defined
Luxury, thrill, trust & a wink.
The experience
Step into the lounge.
I designed the whole casino front end, desktop and mobile: rotating promos hosted by Ace, gold lobby icons, Slotstake Originals and the weekly calendar. Here it is, scrolled end to end.
slotstake.com
€1,000+ 300 free spins
20%cashback every Monday
10,000+slots & live games
Homepage walkthrough · rebuilt from the live site with the original Slotstake assets
The live site · slotstake.com
The page itself.
Not a screenshot: the Slotstake homepage rebuilt here with the original artwork, so you can move through the promo carousel, the lobby icons and the game rails exactly as players do.
Log InSign Up🇬🇧 EN ▾
Cashback
Get up to 20% backEvery Monday
Spin⛨ Fast and Secure Payments
Ace’s Choice
Hot
New
Slots
Live
Megaways
Book of
Jackpots
Table
SportPopular
Show all
Ace’s pick▶Plinko
▶Crash
▶Mines
▶Dice
▶Wheel
▶Limbo
▶Dragon’s Tower
▶DiamondsSlotstake Originals
Show all
▶Roulette
▶Baccarat
▶Poker
▶HiLo
▶Coinflip
▶Keno
▶Cross the Road
▶Cross the Lake0+slots & live casino titles
€0welcome offer + 300 free spins
0%cashback, every Monday
0global launch
The mascot I created
Meet Ace.
I created Ace as the playful side of Slotstake: clever, mischievous yet friendly, charming and classy, never childish or cartoonish. I wrote his personality and voice so he can host every promotion, pick the games and even answer the support chat.
- Clever
- Mischievous
- Friendly
- Charming
- Classy
- Lucky
- Witty
Ace · tone of voice
Loyalty & VIP
Five foxes, one ladder.
I turned the loyalty programme into a story: each VIP tier is its own animated Ace, from the sleepy Baby Fox to the sunglasses-and-keys Apex, so players can see how far they have climbed.
Campaign calendar
A year of Ace.
I art-directed a new world for Ace every month: Christmas, St Patrick’s, Easter, spring, summer, the Slotstake birthday, Oktoberfest, autumn and Halloween. One character, a full year of campaigns.
Weekly promotions
Every day has a reason.
I built a banner system with a promotion for every day of the week, so the lobby always feels new and players have a reason to come back.
Slotstake Originals
Sixteen games, sixteen Aces.
For the in-house games I gave each title its own scene: Ace riding a rocket for Crash, braving a dragon’s tower, crossing the road, diving into a vault of diamonds.
PlinkoMinesCrashDiceWheelKenoLimboHiLoDragon’s TowerDiamondsCross the RoadCross the LakeCoinflipBaccaratPokerRouletteLaunch film · Slotstake Originals
Ace’s big adventure.
I wrote, art-directed and produced this 84-second ad for our custom games. Ace dives through a slot-machine portal into the worlds of the Originals: he faces the dragon, climbs the tower, crosses the road and takes off in a biplane, before everything lands on the spade.
Sportsbook · World Cup
One fox, 48 nations.
For the sportsbook I produced a banner for every World Cup fixture: Ace against the rooster, dressed in each nation’s kit, with the host city skyline behind.
Icon system
Cast in gold.
I designed a family of sculpted gold icons for every lobby and sport, so players can find their way through thousands of games with one calm, premium set.
Support & community
Even help has a face.
I designed a cast of headset-wearing foxes for live chat and VIP concierge, so the warmth of the brand carries into every conversation.
Ace · onlineHi 👋 Ace here, need help?
Where can I find my free spins?
Right in your bonus wallet. I’ll keep my paws crossed for you!
The brand book I wrote · 22 pages
The rules of the house.
I wrote and designed the brand guidelines so any team can build on the brand: essence, positioning, logo construction, palette, typefaces, tone of voice, merch and mascot do’s and don’ts.
Applications
From pixels to plush.
I carried the brand off screen too: business cards, hoodies, caps, shopping bags, the app icon and an Ace plush toy.
Identity
Half spade, half acorn.
I drew a gilded mark that is half spade, half acorn, set the wordmark in gold and warm stone, added a card-suit secondary logo and paired Montserrat with Inter. Then I brought the mark to life: a fox runs across the gold and becomes the spade.
Logo animation · the fox runs into the spade
Secondary mark · the card-suit system turning to gold
- Midnight
#000000 - Lounge
#141210 - Stake gold
#C89028 - Warm stone
#D8C8B8 - Fox ember
#E2762C - Acorn
#583808
Aa
Montserrat primary · Inter secondary
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 @ € % $ &
Fast and secure payments · crypto, cards & local methods
The result
The character I created carries the whole funnel, from the welcome offer to Monday cashback to the help chat, while the restrained black and gold keeps 10,000+ games feeling like a premium lounge rather than an arcade.
Casino & iGaming design
Launching a casino? Let’s make it unforgettable.
I design complete iGaming brands: identity, mascots, websites and casino UI, game and promo art, icons and campaigns. One designer, one consistent world, from the logo to the last banner.
- Online casinos
- Sportsbooks
- Crypto casinos
- Game studios
- Affiliates & VIP clubs
18+ · Play responsibly. Slotstake is operated by Nevada Partners Limited and licensed by the Anjouan Gaming Board.
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