The iconic Flamingo has begun a 5-year major renovation across the entire property that will finish just in time to celebrate its 75th anniversary. In preparation for this historic event, there is a need to revitalize Flamingo’s brand through a new visual identity system that connects the legacy of this classic property to the modern, cool and vibrant experience that it will provide to guests.
A VEGAS SPIRIT
THE FLAMINGO SOUL
Flamingo defines the very essence of glamor in Las Vegas. Guests feel the legacy of good times in every moment of their stay. Using vintage elements reinterpreted with energy, flavor and flair adds a hint of Flamingo’s legacy to every asset. Stylized photography evokes the timelessness of the authentic Vegas experience that forms the core of Flamingo.
The rich color palette, with a recognizable pink focus, gives a sense of sophistication and balance. A bright rose-gold leaf acts as the contemporary touch of a vibrant past.
REINTERPRET • CONTEMPORIZE • ICONIC AND BOLD
• Reclaiming and redefining assets from history to add flavor and flair
• Light and flare treatments integrated into photography and layouts to give energy and excitement
• Photography evokes a feeling of timeless yesteryear without being dated
• Rich balanced color palette with touch of bright rose gold leaf
A purposeful, strategic contemporization and modification of the Flamingo Icon
• Shape and curvature explored
• Height created for a positive, confident stance
• Plays off of the full-of-life brand characteristics
• Smoother, sleeker, and more modern
2018 BEST IN GAMING ADDY Award - Cross Platform Integrated Branded Campaign
2018 GOLD ADDY Award - Cross Platform Integrated Branded Campaign
at the American Advertising Federation
Caesars Entertainment has the best collection of restaurants in the market, as well as highly recognizable celebrity chefs. The goal is to create a campaign that showcases all of the dining offerings Caesars Entertainment has to offer in the Las Vegas market.
Connecting over a genuine dining experience is all about the social interaction. The messaging invites the guest in, while the visual encourages them to connect over a good meal with a great atmosphere.
A new strategy that relies on the collaboration between digital and print elements will successfully bring awareness, recognition and adoption of the initiative. The campaign will be rolled out in three phases.
Introduce. Explore. Embrace.
The advantage of using phases is an opportunity to build awareness through a controlled release, continually gauge success, and allow for adjustments to the content or the overall strategy.
The breadth of our outlets will be shown in two categories:
a) The social human experiences of interacting over a meal and sharing with each other.
b) The approachability of the chefs and their restaurants through a social experience.
The introduction phase will be accomplished through three mediums:
Digital Marketing, Traditional Marketing and Brand Extensions
Once the Feast The Empire has been introduced, we will encourage exploration through three approaches: Individual Chef, Food Type, Food Category
Guests will become entangled into the Feast The Empire through several unique experiences and tie-ins: Social Media, Rewards, Events
Complete visual identity system
Logo, advertising, print, motion graphics, digital collateral, signage and photography
Photography: Jerry Metellus
Chefs: Frank Pellegrino Jr., Nobu Matsuhisa, Guy Fieri, Guy Savoy, Giada De Laurentiis, Gordon Ramsay, Steve Martorano, Bobby Flay and Greg and Marc Sherry.
Learn More About This Project
Gordon Ramsay's latest restaurant, Hell’s Kitchen. Inspired by the FOX primetime hit show of the same name, designed to be an experiential and immersive destination. Interior design features engage all the senses and are a nod to both the red and blue teams featured on the show. The dynamic and bustling kitchen is the centerpiece of this unique restaurant.
A strong and bold brand presence is established through use of a full color image of Gordon Ramsay as master of his domain. Messaging strikingly uses Ramsay’s voice, capturing the fierce personality while lending his authority to the brand.
Interior design elements like marble, brushed bronze details and luxurious backgrounds echo the upscale character of the restaurant and Caesars Palace. The high-energy and fiery nature of the show translates into red and blue fire elements throughout the design. A sharp, bronze bar inspired by the iconic pitchfork creates a dynamic and interesting visual balance. It generates excitement for the restaurant, while offering sustaining messaging and design—flames and all.
Complete visual identity system
Gordon Ramsay and food and drink photo shoot, advertising, print, motion graphics, digital collateral and signage.
Design Director: Gabriel Garcia
Designers: Neha S., David A.
Copywriter: Denise S.
Photography: Erik Kabik Photography
+ behind the scenes photos
The American Advertising Federation
2018 GOLD Award Cross Platform Integrated Campaign
2018 SILVER Award Cross Platform Integrated Campaign - District 15
Top 10 New and Hip Restaurants in Las Vegas - Gayot
Top 10 American Restaurants – Gayot
...Already, it’s the hottest restaurant in town. – LA Times
Gordon Ramsay’s new restaurant could be the hottest in America. – Eater
Gordon Ramsay Hell’s Kitchen at the front on Caesars Palace may well be considered the restaurant opening of the year. – Eater Las Vegas
Hell's Kitchen, Gordon Ramsay's newest restaurant, is the hottest resto in Las Vegas. – Tasting Table
Caesars Entertainment had already made its name as a entertianment destination in Las Vegas, as competition among competitors increased, a new awareness campaign that resonated with the baseball fan was created.
Heres how we helped drive awareness that Los Angeles was a short distance to Las Vegas.
As the baseball season ramped up, we need to create a campaign that won in the 9th inning to fend off competitors by reasserting its position for hospitality, nightlife and entertainment a few hours away.
Creative & content
Dodgers website HPTO
Web & mobile
Stadium digital screens
• Combines both brands into playful look
• Places iconic Caesars brands into baseball environment
• Clean and simplistic makes for an easy read
• Los Angeles to Las Vegas
• Las Vegas is the next base for the Dodgers fan
• Highlight benefits of the empire
• Vegas is the away game for fans
Design Direction: Gabriel Garcia
Designer: Ryan H
Copy: Aaron M
Play By Total Rewards is your portal to Caesars Entertainment gaming and resort destinations worldwide. Customers needed a easy solution to learn how to sign up, reset their password or download rewards.
With a $0 budget, an employee with radio experience volunteered his time to do the voice over and we borrow equipment and space from FiveSix Studios, an internal partner to record the audio.
Three motion graphic videos were created for YouTube, Caesars.com, digital screens and kiosks. We started with a step-by-step screen flow, we wrote a script and brought those to life with a voice over and motion graphics.
Design Director: Gabriel Garcia
Motion Graphics/Audio: Bernard P.
Copywriter: Chris H.
Sunday Slacker Magazine
Cars with chips & scratches, people with stories & history and models with style and class. Sunday Slacker Magazine is dedicated to Cars, Cruises & Culture. Flip through our pages for events, car shows, car clubs, custom builders, shops, pin-ups, artists, music and the influential leaders who have built our lifestyle from the ground up.
Sunday Slacker presents The Usual, a tabloid newspaper style publication. Featuring car shows, cruises, models, barber shops, tattoo artist, fabricators, garage builders, music and more.
Car Clubs of the World
Car Clubs of the World chronicles aspects of the automotive club culture: the plaques, members, rides and their history. Through photos and videos from events, photographers and clubs from around the globe.
Complete visual identity system: Brand logos, publication design, editorial, photoshoots, web, digital, video and social
Caesars Entertainment Presents: Caesars Republic Scottsdale. Their first non-gaming hotel in the U.S. breaks ground in late 2019 and will be located adjacent to Scottsdale Fashion Square. Designed for rebellious spirits, Caesars Republic will adapt to the cities they reside in and no two will be the same.
The four-star hotel with 266 guest rooms, will be located next to the shopping center, at North Goldwater Boulevard and East Highland Avenue, giving hotel guests a short walk to the mall.
The hotel will be developed by HCW Development and operated by Aimbridge Hospitality. Caesars will license the brand, advise on design elements and integrate its rewards program.
It all started in 1962, when Las Vegas was barely a dot on the map. A successful hotel operator named Jay Sarno partnered with Miami architect Melvin Grossman to build a casino-resort that would rival some of the grandest luxury hotels in the world.
Today, Caesars Palace boasts six towers, a 129,000-square-foot casino, sprawling gardens and pools and The Colosseum, one of the most renowned entertainment venues in the world. Caesars has additional properties in Atlantic City and Windsor, Canada.
Caesars Entertainment is expanding internationally with Caesars Imperium and Caesars Republic to complement the flagship Caesars Palace brand. Create three new visual identity systems that consumers would recognize while creating differentiation among the brands.
Starting with a systematic approach; we unified the brand marks, established a color palette that compliments each brand and created assets that build off the equity of Caesars Palace. These differences and similarities have been reimagined for both aesthetic and strategic purposes.
We deconstructed the word mark and utilized the chisel C to amplify the brand’s visual story. This creates a recognizable and functional visual asset. Distinct roman architectural images ground and subtly enhances the creative.
Complete visual identity system: Three brand designs, logo marks, style guide, photo shoot, print, signage, and digital collateral.
GUY FIERI’S VEGAS KITCHEN + BAR
Refresh the current creative with a lighter look. Make Guy more approachable while focusing on flavorful food (new menu will have smaller portions and healthier options). A photoshoot with Guy will emphasize his energy and fun spirit in a fresh, elevated way.
“I have to be conscious of the platform and the push. I have a lot of loyal fans. I have a lot of fans that would unquestionably do whatever, but I don’t want to abuse that relationship because it doesn’t happen overnight.
There’s been some bands over the years that we love that suddenly put out that one album and everybody goes, ‘WHAT?! WHAT HAPPENED? COME ON.’ I ’m not saying that I ’m afraid to make change, but I believe it has to be organized, designed, and respected at the time it takes.”
GUY FIERI, MUNCHIES - VICE MEDIA
• visually balance and focused
• scaled and layered elements add depth
• narrative voice with sign of approval
• asemetical use of color and photography
Photo: Anthony Mair for Las Vegas Weekly
STRATEGY & CREATIVE, PHOTOGRAPHY & VIDEO, SOCIAL & WEB, CONTENT, PRINT & SIGNAGE
Two new competitors have opened on the Atlantic City Boardwalk. Harrah’s Atlantic City is located away from the boardwalk, adding to its challenge. The new competition has a host of all-new rooms and amenities, which has drawn guests away from Harrah’s. The two major advantages Harrah’s has is its friendly staff and complete resort experience.
The goal of this brand campaign is to reinforce repeat guests, encourage return guests and gain new guests by highlighting friendly service and the unique Harrah’s brand.
A previous Harrah’s Gulf Coast brand campaign successfully leveraged the connection between team members and guests to showcase the property. Here we take that concept and customize it to highlight the strengths of Harrah’s Atlantic City.
Always Friendly, Always Harrah’s uses photographs of our employees and guest. This allows us to convey an authentic and friendly relationship, a core strength of Harrah’s AC. A straightforward tagline repeated in each creative reinforces this message.
** Images are conceptual ideas for photoshoot reference. All rights reserved to the photographers.
Caesars Corporate Jets
We get to work on some really cool projects. We got a call from our CMO to redesign our 5 corporate jets. In a few days we came up with a dozen designs. The chosen design features the Laurel, big and bold. The bust from the logo mark was deconstructed and added to the tail.
I flew to Lincoln, Nebraska and spent two days at the Ducan Aviation facility. This place is massive, I fell in love with the tools, equipment and upholstery & paint departments. The Aviation team posted a few photos of the new plane. We plan to visit with the team in Vegas soon. I can't wait to see the final planes in person.
MR CHOW at Caesars Palace features modern and classic décor highlighted with high-end touches and one-of-a-kind elements. The restaurant's centerpiece is a suspended kinetic sculpture, unlike anything in Las Vegas. MR CHOW guests enter through a set of private elevators, located on the casino floor level of Caesars Palace. The restaurant resides on the second story, overlooking the breathtaking Garden of the Gods Pool Oasis.