Project Date: September 2026

IGT WEBSITE

REBRAND

An enterprise-level rebrand of the International Game Technology (IGT) website, focusing on revamping IGT's digital image and footprint. The rebrand incorporates an updated layout, refreshed navigation, and engaging branding to effectively showcase IGT's products and services.

UI UX WEB IGT ENTERPRISE REBRAND

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Brand, Brought to Life

The IGT web rebrand project applied the company’s new brand identity across its web presence, turning updated brand guidelines into a consistent, modern experience on every page. This was assigned to my team to be completed within 90 days on legacy enterprise web platforms, with a focus on accessibility, responsiveness, and performance. The rebrand was designed to create a cohesive and engaging user experience that reflects IGT's brand values and enhances its online presence.

Key features of the rebrand included a refreshed color palette and typography, redesigned UI components, and updated imagery and iconography that reflect the new brand across IGT’s products and services.

The rebrand also focused on long-term scalability by building reusable components and shared styles, with responsive and accessible design principles so the new brand performs well across all devices.

Audit-Led & Systems Focused

Approaching this quick turnaround rebrand project, we began with a comprehensive audit of the existing IGT website to identify areas where the web experience diverged from the new brand guidelines. This audit informed our design decisions and helped us prioritize updates that would have the most significant impact on user experience and brand consistency.

From there, we focused on creating a system of reusable components and shared styles that could be applied across the entire website. This approach allowed us to implement the new brand identity consistently and efficiently, while also ensuring that the website would be scalable and maintainable in the long term. As shown by the lo-fi wireframe on the right, we prioritized a clean and intuitive layout that would guide users through the site and highlight key content areas.

The rebrand process began with an audit of the existing site against the new brand guidelines to identify where the web experience diverged from the brand. Pain points included:

Inconsistent visual styling across pages and templates, with legacy colors, fonts, and imagery still in use.
Brand guidelines hadn’t been translated into web-ready components, leading to one-off interpretations.
Outdated UI patterns didn’t reflect the new frictionless user experience the net-new branding calls for.
Accessibility and responsiveness needed attention, including color contrast with the updated palette.
Stakeholders needed a smooth rollout that didn’t disrupt live content but executed within the existing workflow.

Improvement Metrics

The rebrand delivered a more cohesive, on-brand experience across the web, as evidenced by the following metrics:

100% of pages migrated to the new brand system
5+ reusable components built and documented
AA & AAA improvement in WCAG accessibility (from less than 4.5:1 to greater than 4.5:1 ratio)