SKYVILLAS at ARIA are the top tier luxury accommodations comped to the most discriminating and distinguished guests. Guests can opt for a private gaming experience as well. Branding for this amenity needed to convey a level of sophistication and elegance equal to the expectations of a high-net-worth world traveler.
Designer: Chelsea McMaken
Director: Alexandra Smith
The Vault is a speakeasy lounge at Bellagio that serves vintage spirits and artisanal cocktails. The max capacity is low to affirm only the select few find themselves at the counter. It is high touch at every turn with imported stone and tactile appointments. The menu design, construction and photography are all meant to elevate and tantalize the guest. All collateral pieces support the elevated design system.
Oscar Moreno, Design
Alex Smith, Creative Direction
Michael Mina’s namesake restaurant at Bellagio Las Vegas is a gem to be discovered. Tucked away off the Conservatory, there is a need year over year to shine a light on the craftsmanship, quality and variety the venue has to offer.
Retro by Voltaggio was a limited-residency restaurant by Michael and Bryan Voltaggio. Their love of the 80s aesthetic – and their creative take on food – brought recognizable home-cooked recipes to the next level at Mandalay Bay.
Camille Hayashi, Brand Design
Alex Smith, Campaign Design and Creative Direction
Matthew Connolly, Campaign Creative Direction
The New Year Celebration is a big event for MGM Resorts properties. The themes, the décor, the ambiance, the entertainment. Each invite has to convey the the theme and set expectations. We endeavor to maximize the paper, size, folds, dimension and treatments to tease the caliber of event in store. Then we focus on the menu and any collateral pieces used at the event, including entry tickets, gifts, etc.
2022 Legends: Camille Hayashi, Design
2023 Illusions: Dustin Lauffer, Design
2024 Studio 24: Oscar Moreno, Design
2024 Wonderland: Olivier Nolos, Design
Creative direction: Alex Smith
This piece for MGM Resorts International was intended to showcase their properties and capabilities. The book came in a gold slipcase with an etched-foil sculptured-emboss logo on front, nested in a turned-edge fabric box. Housing for a personal letter was built into the box.
The ad mentions their full collection of resorts. A fantasy world that shows or implies each property.
The annual report was a continuation of the Astonishing World concept.
(Astonishing World concept by Steve Averitt)
This boutique hotel in Del Mar was the best kept secret its first couple years. The goal was to breathe humanity into the brand and get that secret out. One challenge was keeping a richness in the design that matched the attention to detail on property, while introducing contemporary elements to appeal to younger affluent patrons.
A residence-resort breaking ground in Bermuda needed a brand that both paid homage to old Bermuda glamour as well as a new invigorated Bermuda style.
Montage Resorts has a brand based on sense of place. Pieces from the Laguna, Beverly Hills and Deer Valley locations all emulated the energy and characteristics of the locale.
ARIA Resort & Casino Las Vegas launched a socially forward, all-day eatery in 2021. Conversational, fun and delicious, the venue immediately tripled expectations.
Logo Design: Alexandra Smith
Overall Design: Alexandra Smith & Francesca Mastromarino
Creative Direction: Alexandra Smith
The Spotted Horse restaurant collateral and ad development was another project from Boyd Gaming to refresh their amenities. The desire was to bring to life the mythology of the Spotted Horse.
Logo illustration by Daniel Vuyovich.
An extension of the famed culinary experiences developed at The Grand Del Mar, Bijou French Bistro is fine quality French cuisine with an accessible Californian vibe, located in La Jolla.
My approach to logo design is characterized by in-depth research to uncover the nature of the competitive landscape and the authentic core of the entity the logo is being designed for. Each logo is created to be a pure visual expression of the unique brand position.
In addition to selling printers, Konica Minolta offers a suite of software solutions for data driven marketing as well as partnerships for comprehensive branding. An overarching brand was required to simplify these multi-tiered options.
Pearl's is a Liquor Bar on the Sunset Strip. The mythology developed for Pearl, the establishment's fictional proprietor, was one of glamour and attitude. The aesthetic stemmed from the time just after the Great Depression when hope was on the rise, but sensibility not forgotten.
Solaire is a resort and casino in Manila, Philippines. The destination's launch materials included corporate and property identity systems as well as hotel and casino collateral.
ESPA brought their brand to Baha Mar for a top tier spa experience. The products and services remain consistent to the brand of ESPA while taking on the aesthetic and sense of place of Baha Mar.
El Encanto is the revival and rebrand of a beloved historic hotel in Santa Barbara. The positioning and branding paid homage to on-site details like peacocks, bougainvillea and a wishing well. A quiet retreat for guests who wanted tailored service without intrusion.
A collection of fun, quirky gifs designed to be stickers for enhanced guest experience on social when visiting MGM Resorts Strip properties. The team and I had a lot of fun with these
