Creative Direction
UX & Product Design
Chasing mystical wins - How we brought alebrijes folklore to life for Gana777
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ABOUT THE PROJECT
We designed the complete creative and visual identity of the gana777 online casino loyalty system for the Mexican and Salvadoran markets.
We supported an emerging player in the Central American iGaming market with comprehensive product design. The workflow started with in-depth competitor analysis and mapping user target audience behavior. Following the UX research phase, we crafted the creative branding and visual framework for the entire loyalty platform. Design focused on creating a digital experience that not only functionally drives player retention but also amplifies brand values through visuals. The result is a highly unique platform that transforms a functional loyalty program into an immersive visual journey for users.
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THE PROBLEM
Generic design fails in the Latin American market; reaching the audience required deep cultural and social points of identification.
The online casino space is highly saturated, with most platforms relying on generic, international templates that fail to build genuine connections. Engaging Mexican and Salvadoran players posed a unique challenge, as they resonate with local identity and community values rather than global visual trends. Traditional point-accumulation mechanics alone would have been dry. The core problem was positioning an online loyalty program so users wouldn't see it as just another digital interface, but could immediately identify with the brand emotionally and culturally, thereby increasing long-term retention.
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THE SOLUTION
We built a unique gamification world based on the Alebrijes tradition, allowing the target audience to perfectly identify with the culture.
Rooted in UX research, we embedded one of the most powerful symbols of local folklore—the mystical and vibrant tradition of alebrijes (Mexican folk art creatures)—into the heart of the platform. Around this cultural foundation, we built a complete gamification ecosystem. Players don't just level up in a loyalty program; they become part of a visual and mythological journey where characters and rewards reflect their own traditions. This deep cultural integration and successful alignment with social touchpoints set gana777 apart from gray competitors. The platform functions not merely as a loyalty program, but as a unique cultural experience that radically boosts user loyalty.
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RESULTS
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