Role: Brand Strategy; Customer Experience Strategy; Creative Direction
Brand strategy and design vision to reposition and renovate a 1-million+ sq ft property owned by a private equity client. The repositioning package included a new brand platform and a customer experience strategy outlining the journey from arrival to departure. A second phase of work delivered exterior and interior design concepts, and renderings for all major operations, with emphasis on gaming, F&B, and retail.
Based on research, field observation, and client data, our team defined the target customer, with four guest profiles representing typical use cases. From there, we built out brand values, positioning strategy, and activation pillars to inform the entire customer experience, from amenities to programming.
Among other insights, we discovered that although many of our client's guests arrived on the gaming floor in groups, the experience inevitably became solitary. We proposed a gaming experience, supported by retail and food service, that provides more opportunities for on-site social connection.
We proposed opportunities to engage guests in gaming beyond the casino floor—by the pool and in the guest suites, for example.
Driven by our new brand promise for a “social casino,” we mapped out the guest journey, from the approach to guest room to departure. We delivered renderings, mood boards, plan diagrams and elevations to illustrate our brand narrative and design direction for all key zones of the property, including food service, retail, outdoor recreation, and the convention facility.