138 Sun Game is an Anglo Chinese online casino whose USP is to specifically target the European Chinese community.


The brief was to create a brand and online presence that engaged not only with English speaking customers but with Chinese speaking customers also. To achieve this, I had to first research into what Chinese people expect from websites in general, in terms of UI, UX, look and feel. Most importantly, to gain trust from the end user by presenting a familiar and professional image. This had to be achieved without alienating the majority european customers. 5 weeks after launch and little marketing, the business turned over £1.4 million.


I was Creative Director and project manager from logotype inception, marketing to website completion.