Salt River
Rewards
A modernized loyalty program identity designed to energize guest participation across two sister properties.
One rewards program, two properties, elevated, consistent, and worth coming back for
A rebrand that consolidates player loyalty across Talking Stick Resort and Casino Arizona into a single elevated identity, while honoring Salt River Pima-Maricopa heritage and signaling an upgrade in experience and service.
Brand Identity
A unifying mark that sets the tone across both properties.
Tier System
Four tiers, each with its own voice and metal‑inspired palette.
Member Card
Physical and digital cards that feel like a small promotion.
Member Comms
Campaigns and lifecycle emails that keep members coming back.
The Opportunity
A meaningful loyalty program split between two properties with mismatched identities, tier names, and digital experiences. Guests didn’t know where the rewards began or ended, and the program’s floor presence didn’t reflect the hospitality.
- Unite two sister properties under one rewards brand
- Honor Salt River Pima-Maricopa heritage
- Rebuild the tier system to feel elevated and ownable
- Bring digital and physical touchpoints into parity
The Strategy
Salt River Rewards was positioned as the Valley’s richest rewards program: dual-property access, tangible value, and a simplified guest experience, all built as one brand with four tier expressions rolling up to a single system.
- Develop a bold, confident master brand and lockup
- Introduce four tier identities with metal‑inspired palettes
- Craft launch comms, signage, and collateral
- Deliver a lightweight brand book either property can run
Selected Applications
The Impact
United two sister properties under one recognizable rewards brand with a single flexible system.
Became the cornerstone of guest retention strategy across both properties.
Delivered a brand book both properties can run without needing central creative.
