PENN Entertainment

PENN Entertainment, a Sportsbook, Entertainment, and Hotel & Gaming Company recently went through a rebrand and complete overhaul to enter modernize their brand for a more digital focused presence.

The task - Create a digital identity from scratch, serving both investors and customers, and build a new experience across every screen imaginable.

Collage of PENN Entertainment website showcasing app features and promotions, mobile screen mockups, and rewards information.

UI and Brand Discovery

Step one with the client was to build out early concepts of digital brand assets, and what direction to guide the brand digitally, as this stage all we had with guidelines was a logo, font, and high level color palette.

A digital banner for a technology-themed website, featuring a person wearing a virtual reality headset on the left, with a gradient background. The text includes headings like "One Line Header" and "Data Visualization," with placeholder text and action buttons. Right section displays FAQ, pie chart, and contact form.

A homepage for all

How do you make a homepage for an audience of loyal players over 50, younger players who expect a high quality digital experience, and a place investors can get the information they need? Navigability, a modern aesthetic, and retention of a complex rewards system was all equally critical.

Laptop displaying a website with a dark background featuring promotional content and search bar.
Screenshot of a website for PENN Entertainment, featuring promotional offers, loyalty program details, and casino locations. Includes images of people enjoying entertainment and amenities offered by the brand. The navigation bar at the top has links to various sections, and there are multiple featured offers and trip planning options showcased.

Delivering Consistent UI Across Disparate Backends

PENN’s baseline brand is structured around each Casino, restaurant, or hotel operating separately - but the points system is the same account. How do you make sure that makes sense to users?

Two web pages displaying loyalty and rewards programs, featuring sections for comparing tiers, earning and spending, and tracking rewards balance. One page shows a woman at a gaming terminal, the other highlights financial details like cash balance and spending options.

Deliverables

A full end-to-to end UI kit that can handle anything from basic page layout to logged in user experiences and dashboard enhancements.

A collage of website screen captures showcasing various pages related to sports betting, loyalty programs, and entertainment services in a dark-themed design. Includes images of mobile apps, sports events, rewards, and user engagement elements.