Gala Bingo / Genesis Bingo

JSD worked with us through design consultation, staff focus groups and wearer trials to deliver a successful design refresh, for both Gala Bingo and Genesis Bingo brands. All staff now look on-brand and there is a real buzz about the new uniforms.

Gala Coral

The distinctive Gala Bingo logo along with its strapline ‘You’ll love the buzz’ forms a prominent part of the company uniform design refresh that JSD has implemented for this giant of the gaming industry. Gala Bingo is the largest operator in the UK bingo sector, with a 45% market share. Five million members currently play either online or in one of its 140+ clubs, where employees serve drinks and food as well as running the games. So it is important that the clothing worn by staff is not just on-brand and fit for purpose, but identifies them to members at a glance.

With this contract, JSD has proved once again that budget does not have to mean basic. As part of the design consultation, our in-house creative team worked with the Gala Bingo brand colour palette of striking blue and yellow to create a well cut, simply stylish bespoke blouse and shirt in a plain dyed – 65% polyester-35% cotton – poplin shirting, with the Gala brand embroidered on the left arm.

The designs took into account the requirement to dress a wide range of ages, shapes, sizes and job roles, and listened to the needs of staff focus groups. So we’re delighted that staff confirm that the new look is a lot more modern, eye-catching and easy to wear.

We designed a striking new look – purple and gold – for the Gala Genesis flagship club, and a bold blue and gold uniform for the network of Gala Bingo clubs. In each case, we supplemented the bespoke designs with standard black trousers or skirts from stock. Following wearer trials in selected clubs across the UK, adjustments were made to the bespoke designs. The uniforms were then signed off by Gala Coral Marketing and HR teams.

The client’s requirement is for JSD to design and manufacture the range, but not to manage distribution. The Gala Coral Group delivers all its own equipment and clothing, with a single point of contact for logistics. But although the bingo clubs don’t order from JSD direct, our knowledge of this industry allows us to forecast in conjunction with the client’s distribution arm, and to ensure that adequate stock is available at all times. By building a strong tri-party relationship, reliant on shared responsibility, with Gala and their distribution and logistics partners, we have proved that JSD is adaptable and responsive to respective client’s needs.