Light & Wonder (Formerly Scientific Games)
Scientific Games, a leading provider of online and in-person gambling games, needed a new corporate name that would help place a greater emphasis on their creative content rather than their gaming systems and technology. The Scientific Games team wanted a name that represented their creativity, innovation, and culture that celebrates gaming content. The name also needed to convey trustworthiness and reliability – attributes expected of a publicly-traded company involved in gambling.
We executed a new creative strategy that resulted in an unexpected 3-word solution: Light & Wonder. Light & Wonder inspires images of magic, liveliness, and amazement – all of which are exactly the positive associations that the new brand needed to embody. Light & Wonder has successfully positioned itself as a home to imaginative games and franchises. Lexicon used its proprietary consumer research methodology to ensure that feelings of trust and reliability were not sacrificed with this new playful brand name.