CASE STUDY / SOLE IN-HOUSE CREATIVE LEAD
BONANZA
CASINO
THE CREATIVE OPERATION
One in-house creative system for a working casino property — from campaign concept through print, screens, photography, motion, web, and installation.
THE PROJECT
THE PROJECT
Bonanza did not need a new personality. It needed one clear voice strong enough to move from a highway billboard to a dinner menu, from the casino floor to a customer’s inbox, without losing the warmth and familiarity Reno already trusted.
Bonanza did not need a new personality. It needed one clear voice strong enough to move from a highway billboard to a dinner menu, from the casino floor to a customer’s inbox, without losing the warmth and familiarity Reno already trusted.
Bonanza did not need a new personality. It needed one clear voice strong enough to move from a highway billboard to a dinner menu, from the casino floor to a customer’s inbox, without losing the warmth and familiarity Reno already trusted.
Sole in-house creative lead — strategy, art direction, design, photography, motion, production, and day-to-day property support.
Sole in-house creative lead — strategy, art direction, design, photography, motion, production, and day-to-day property support.
Build the internal studio the business needed: a shared visual language, reusable campaign architecture, disciplined file systems, production-ready templates, original content, and one creative owner from brief through delivery. The goal was not to make every piece look identical. It was to make every piece feel unmistakably Bonanza while giving each offer enough character to compete.
Build the internal studio the business needed: a shared visual language, reusable campaign architecture, disciplined file systems, production-ready templates, original content, and one creative owner from brief through delivery. The goal was not to make every piece look identical. It was to make every piece feel unmistakably Bonanza while giving each offer enough character to compete.
THE IN-HOUSE CREATIVE SYSTEM
THE IN-HOUSE CREATIVE SYSTEM
CREATIVE DIRECTION · CAMPAIGN SYSTEMS · BRAND STEWARDSHIP · PHOTOGRAPHY · VIDEO AND MOTION · BILLBOARDS · DIRECT MAIL · DIGITAL SIGNAGE · ENVIRONMENTAL GRAPHICS · WAYFINDING · MENUS AND PRINT · SOCIAL · EMAIL · WEB
CREATIVE DIRECTION · CAMPAIGN SYSTEMS · BRAND STEWARDSHIP · PHOTOGRAPHY · VIDEO AND MOTION · BILLBOARDS · DIRECT MAIL · DIGITAL SIGNAGE · ENVIRONMENTAL GRAPHICS · WAYFINDING · MENUS AND PRINT · SOCIAL · EMAIL · WEB
CREATIVE DIRECTION · CAMPAIGN SYSTEMS · BRAND STEWARDSHIP · PHOTOGRAPHY · VIDEO AND MOTION · BILLBOARDS · DIRECT MAIL · DIGITAL SIGNAGE · ENVIRONMENTAL GRAPHICS · WAYFINDING · MENUS AND PRINT · SOCIAL · EMAIL · WEB
CAMPAIGNS ACROSS THE PROPERTY
A visual ecosystem built for constant motion.
A visual ecosystem built for constant motion.
A visual ecosystem built for constant motion.
Gaming, dining, events, promotions, facilities, and partnerships all move on different timelines. The system gave each offer a distinct idea while keeping typography, hierarchy, production standards, and brand behavior consistent across departments.
Gaming, dining, events, promotions, facilities, and partnerships all move on different timelines. The system gave each offer a distinct idea while keeping typography, hierarchy, production standards, and brand behavior consistent across departments.
WHAT ONE CREATIVE OWNER CHANGED
One creative system. Every medium the business needed.
One creative system. Every medium the business needed.
SELECTED CAMPAIGN WORK
