Gordon Ramsey was not just opening a new restaurant at Caesars Palace, but his first restaurant that captured the excitement of his hit television show, Hell’s Kitchen. This restaurant required a design that would showcase Gordon Ramsay and his fiery personality along with featuring the black slate synonymous to Caesars Palace. Brushed bronze details and luxurious backgrounds echo the upscale character of the restaurant and Caesars Palace. A sharp, bronze bar inspired by the iconic pitchfork creates a dynamic and interesting visual balance. Messaging captures the fierce personality while lending his authority to the brand. This creative was also used for the first Hell’s Kitchen opened internationally earlier this year at Caesars Palace – Bluewaters Dubai.
Currently, the world’s tallest observation wheel but when guests weren’t going, new branding was needed. “Observation Wheel” was included in the logo to clarify that this wasn’t about a high-stake gambler. Bold headlines had words like “Dramatic” and “Stunning” that spoke to a memorable brand experience. The proportion and balance of typography and full page imagery truly showcased the grandeur of High Roller.
Caesars Entertainment rewrote history by opening the second ever Caesars Palace, and first Caesars Resort, in Dubai, United Arab Emirates. The task was daunting as the creative on the next couple of pages was chosen and applied to over 100 pieces of collateral across the two resorts. Maintaining the luxury of Caesars Palace while pushing the level beyond what we knew Caesars Palace was and what we envisioned it becoming in Dubai, was a formidable challenge but one I welcomed. Every Dubai request was only a TWO-DAY turn and completing this business need quickly became one I am most proud of. Caesars Resort, a more family friendly neighboring property, showcased a new color to the Caesars family palette.
A beautiful, fun but elegant celebration of Rio’s 25th Anniversary. Rio’s then amenities and entertainment like Penn & Teller were incorporated in the illustration, that are seen coming out of a party hat.
When one of the most iconic brands in the world was in need of an elegant design to grace their corporate jets, and needed it quickly, this clean, sleek design was chosen. This design uses elements deconstructed from the Caesars Palace brand logo. Caesar’s head adorns the tail and laurel, the body of the plane. The design has been used on several of the Caesars Entertainment corporate jets including another jet being painted with this design just a couple of months ago.
What good is having an app if no one knows you have one? This was the question that the following creative was able to address by clearly showing that Play by TR was, in fact, and app. The illustrative approach was eye catching and direct headlines provide clarity about the multi-benefactorial product. As the creative began to be recognized a success, the stake holders decided to extend this concept into a motion piece. It was fun to put together the storyboard and then work within the creative department with the motion team to see the creative come to life.
Using charming French inspired illustrative executions, this creative showed guests that this was an experience to take advantage of. A targeted and carefully curated collection of illustrated individuals informed the guests that this was something they could do on a romantic night out or as a family for a fun daytime event.
2012 marked the first year of The New School’s new sexual assault policy, the result of months of conversation and research by the students and staff on the university’s Sexual Assault Awareness Committee.
This campaign was designed to raise awareness about this new policy and its sexual assault educational goals.
My aim was to keep the design simple and bold yet inclusive of gender, sexual orientation, and ethnicity. I worked towards creating different in-brand posters under the umbrella message of Yes Means Yes. The simplicity of the campaign was important for memorability and also for its ability to be replicated both in print and online.
This campaign gained international recognition. I still receive requests from various universities from different parts of the globe asking for permission to print these posters for their campuses. I of course, direct them to The New School.
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To request a copy of the posters please reach out to The New School
The new AC Burger Co., located in Harrah’s Atlantic city is a modern all-American burger bar with everything from classic burgers, hot dogs and shakes to modern interpretations and flavors. The interior has wood, metal trays, gingham patterns and an overall roadside-vintage feel. Branding supports the red, white and blue Americana theme with a fresh green that also brings in a farm-fresh feel. The wood grain background pulls the space’s materials into the design.The font texture speaks to the rustic, vintage-chic, roadside feel. Simple, fun and casual icons show the variety of menu options found in the All-American burger joint.
Las Vegas is the kind of town that is untamable and on the cutting edge. This is where Planet Hollywood finds itself today–precariously placed between glitzy and gritty. The chaos is organized; it’s cluttered but clean. The sharp contrast of black and white is dramatically interrupted by colors and textures. A destructive collage embodies the energy, the excitement and the uniqueness of the only place like it in the world. This pitched concept is Vegas as it should be.
Concept pitched for Caesars Entertainment New Year’s Eve that captures the rush…an explosion of energy—a sensory collision. Evocative, textural, celebratory, loud, brightly colored, and chaotic yet crisp—This is how all the senses are engaged. You can feel the roughness of the glitter, smell the sulfur from the fireworks, and hear how loud the music is. The sounds and words that are reminiscent of a party are incorporated and treated as a part of the environment. The party continues in the inserts teasing the senses with typographic treatments that are ownable brand assets.
Using company buses that are traveling through the city everyday, this guerilla recruiting campaign raised awareness about the company 200% and recruiting cost to nearly half.