Sun International prides itself on being Africa’s premium tourism, leisure and gaming group. For over 30 years, their wide range of resorts, luxury hotels and casinos have set the benchmark across South Africa and beyond, with each property offering guests a world of exhilarating experiences.
To reward guests who enjoy visiting, staying or playing across all properties, Sun International offers a 4-tier loyalty programme. Guests start on Silver and then progress to Gold, Platinum and then to the very distinguished Diamond for maximum rewards and benefits.
As a subtle reminder to guests about the exciting world of Sun MVG, Circle positioned the programme with a tone of voice that’s personable.
Previously known as MVG which was primarily gaming orientated, the rebrand sought to reposition the offering as a programme that rewards guests across both gaming and leisure. To maintain the strong brand recognition of MVG within their existing gaming market, Circle renamed the programme as Sun MVG which allowed for complete ownability for Sun International. The repositioning was also beneficial in establishing the programme’s functionality and values within the business.
As a subtle reminder to guests about the exciting world of Sun MVG, Circle positioned the programme with a tone of voice that’s personable, friendly and generous with the pay-off line ‘It’s our pleasure’. This pay-off line illustrates that Sun MVG takes pleasure in providing guests with more opportunities by rewarding them through both gaming and leisure.
Sun MVG’s visual language was designed with flexibility to allowed for additional elements to be added as the brand matured, to maintain brand consistency and continuity.
The brand development of Sun MVG included the redesign of the 4-tier playing cards. Circle designed the cards using Sun International’s Supagraphic. When the cards are placed together, the larger graphic element illustrates the Sun signature ‘S’ as a whole. This graphical design element flows throughout the Sun MVG visual language.
Sun MVG’s visual language was designed with flexibility to allowed for additional elements to be added as the brand matured, to maintain brand consistency and continuity. The primary colour palette is determined by the 4 card colours which represent the tiers being Silver, Gold, Platinum and Diamond. The secondary colour palette was chosen to compliment and add contrast to the card tier colours, which was referred to as the Jewel Colour Palette. The photographic style chosen by Circle illustrates a moment of ecstasy to demonstrate the euphoric feeling of spending Sun MVG Points.