In iGaming, onboarding speed directly impacts conversion, while every verification error can lead to financial and regulatory risks. For Sumsub iGaming, we created a visual identity that combines trust and compliance with the energy, speed, and culture of modern gaming. Instead of following the conventional B2B fintech aesthetic, the brand received a bold visual language that stands out in the industry and speaks the audience's language.
In a category where most KYC and Fraud Prevention brands look alike, Sumsub iGaming needed a distinctive visual identity. At the same time, the project already had a recognizable asset: 3D cubes had been used across campaigns, reports, and events, but more as standalone illustrations than as part of a cohesive system. The challenge was to preserve that recognition, transform it into a scalable identity, and prove that security can look just as fast, bold, and exciting as the iGaming industry itself.
We preserved the brand's strongest visual asset and turned it into the foundation of the entire identity. A single 3D cube became the core key visual, evolving with each context through changes in content, surrounding environment, color accents, and composition while maintaining a recognizable structure. Around it, we built a flexible design system of tech-inspired gradients, expressive typography, product interfaces, and dynamic layouts. We also added a bold, futuristic, colorful photo style, fully AI-generated—quick concepting via Midjourney prompts and moodboards, refined for realism with Enhancor when needed. The result is a brand that remains consistent while offering virtually limitless creative flexibility.
