Boomerang Studios

Brand reboot for a dynamic slots studio

Creating an identity that always comes back to the player


Boomerang Studios was founded in 2018 by iGaming industry veterans in land based and online game design and development, specialising in software and math development for slots scratch card and  jackpot products and specialty markets such as Asia. The early brand mark wasn’t levelling up to the awesome graphics output game-side that puts the player at the heart of development – or the ethos of a ‘Ruler’ brand archetype with strong, confident and leadership qualities.


RCA ran the full brand discovery process with Boomerang Studios, to generate a set of brand foundations to direct the creative execution. Using our own unique tools, we established a brand vision and values pyramid, architecture and archetype; performed competitor and positioning analysis in the market, through multiple lenses including trend mapping of logo colours, fonts, compositions, and straplines.


Taking forward Discovery output into early brand mark exploration, a clear route resonated with Boomerang Studios as the frontrunner. Capturing the feeling of movement and energy, and aligned with a pride in Australian roots, the concept created a brand mark with multiple ‘ownable’ elements – a unique emblem (a badge to brand Boomerang games), a full composition including strapline variations, lock-ups and colourways.

Key Takeouts
  • Establishing solid brand foundations, with depth and meaning, for powerful storytelling
  • Ideating a visual identity with validated market and audience appeal
  • Creating a brand mark with scope for motion – to badge Boomerang games
  • Delivering a full suite of branded assets and a digital destination with password-restricted game demo zone