The Project

The HBG Design team participated in the branding process with our client partners for the Wind Creek Casino and Hotel in Atmore, Alabama, and Wind Creek Casino and Hotel in Wetumpka, Alabama. As part of the design activity, our team helped develop the Wind Creek brand identity and design standard, including a new, unifying logo for the resort brand. Together with client stakeholders, the HBG Design team, with internationally-renowned signage/graphics specialists at Lorenc + Yoo, worked to understand the values most important to the Wind Creek brand, uncovering the attributes of the brand and the culture of the Tribe and PCI Gaming organization, then generating ideas that would convey the strengths of both the ownership and the gaming/resort product to the targeted customer.

Understanding that the Tribe was the Wind Clan of the Poarch Creek Indians led HBG Design’s team to focus on the elements of wind and water as driving forces in the design and development of brand identity. Most notably, the resulting curved form atop the hotel tower at both the Atmore and Wetumpka properties represents the dynamic nature of wind and becomes a signature brand element for the resort. The resulting brand identity and design standard of the Wind Creek Casino & Hotel successfully transforms every guest experience into a meaningful, memorable interaction with the brand.

Reinforcing this theme, the logo design by HBG’s consultant, Lorenc + Yoo, presented an opportunity to establish consistent graphic standards that would help customers instantly recognize the Wind Creek brand, whose products and services they connected with and trust. The initial logo designs were based on natural forms like streaming water and windswept cattails, an indigenous plant to the area. The idea of windswept cattails transformed into a flowing grass-like W form placed on a rough-edged square that represents a field. The graphic designers also paid careful attention to the typography, using italicized forms to emphasize the dynamism of wind motion.

LocationWetumpka and Atmore, AlabamaTotal SizeWind Creek Wetumpka: 500,000 SF; 283-key casino resort; Wind Creek Atmore: 355,000 SF, 236-key casino resortTotal CostWind Creek Wetumpka: $246M; Wind Creek Atmore: $135MClientPoarch Band of Creek Indians

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