Naming, positioning and opening Las Vegas’s first $1B resort

What we did

Name & concept
Brand & opening strategy
Visual identity
Guest experience
F&B concepts
Photo & video production
Daily design & marketing

How do you get people to come to a resort 20 minutes off the strip? Define an experience that gives staying off-strip an all new cachet and get it done.

15 years since opening and we’re still going. The name, stripes, opening campaign, back of house, service standards, all creative… Even the toilet paper sticker.

F&B outlets galore. From menus to signage, architectural and food photography, to ads and commercials, we did it all.

We created every asset and piece of collateral for the Forbes 4 star spa including the identity and all original photography.

“Vegas is a more sophisticated destination following the opening of its first billion-dollar resort, red rock, ten miles from the strip” - wall paper magazine