Game. Life. Balance.

The BC Government provides the people with free gambling resources to support informed choices and healthy behaviours through a program formerly known as BC Responsible and Problem Gambling. But most British Columbians don’t know this.

They’re only familiar with the more limited program from the BC Lottery Corporation, which oversees all casino, lottery, and online gaming in BC. The ministry understood they needed a new brand—including a name and visual identity—to increase awareness and make the program more relevant to those in BC looking for a more positive relationship with gambling.

Gambling can be heavily stigmatized, so the first challenge was to find a name free from judgment. We arrived at Gambling Support BC to look for a concise, descriptive, and inclusive name. We wanted to emphasize the importance of open two-way communication for logo design. The logo features a clean design of two speech bubbles to show that positive outcomes require a respectful dialogue between those seeking and those offering help.

The tone of all communications is supportive and respectful. The language is positive, caring, helpful, and nonjudgmental in opening the conversation. The colour palette communicates stability and balance with a lightness that creates a sense of optimism. For imagery, we see people who are positive and natural yet not celebratory or joyful. For those who might know they need gambling support, it’s essential to show thoughtfulness, compassion, and understanding. The photographs also represent BC’s cultural landscape and feature people of different ethnicities and ages.