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Brand Foundations
The brand and marketing team's deep dive. How responsible gambling works as a system — visual identity, voice and tone, segmentation, customer journey, and how to measure whether any of it actually worked.
Developed by Kahlil Simeon-Rose, Ph.D.
This curriculum is built on the Playbook open-source brand system.
Modules
RG Foundations
Three-layer RG framework, the Information Gap, and the two-tier content model.
Visual Identity & Design
Adaptive identity, Tier 1 vs Tier 2 visual rules, color, typography, and WCAG 2.1 AA.
Voice & Tone
Five Playbook voice dimensions, 10 stigma-free language swaps, tone register, cultural adaptation.
Player Segmentation
Six Playbook segments, five product verticals, and behavioral cues for segment-aware messaging.
Customer Journey
Five-stage player content journey, escalation sequences, myth-busting library, campaign scheduling.
Measuring Success
NPS + semantic pairs Content Scorecard, Pulse/Full/Recall surveys, ship-or-revise decision tree.
The Playbook Brand System in 60 Seconds
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Brand Foundations Certificate
Complete all modules to earn your certificate
What Comes Next
The role-based tracks build on this foundation. They’re available with an enterprise setup — get in touch to enable the right track for your team.