The New King of Poker

A bold campaign relaunching the largest poker room in Arizona with a confident, Vegas-level identity.

The Ask

Executive leadership approached me to lead the creative direction for the grand reopening of the newly renovated Arena Poker Room. They wanted a campaign that would celebrate the scale and prestige of the new space — now the largest poker room in Arizona — and position it as a top-tier destination that rivals Las Vegas.

My Role

I led concept development, naming, visual direction, and rollout strategy. I created all print collateral, provided art direction for digital placements, and partnered with the Poker team to ensure the campaign aligned with the energy of the relaunch.

The Strategy

I developed the “King of Poker” concept to reflect both elite status and the Vegas-style personality leadership envisioned. The campaign took inspiration from iconic Las Vegas royalty, particularly Elvis, “The King”, blending nostalgia and glamor with bold typography, rich textures, and confident headlines.

The Identity System

• Visual Style: Dramatic contrast, layered textures, metallic tones, and large-scale layouts 

• Typography: Tall, confident letterforms paired with modern serif accents 

• Imagery: Inspired by Vegas stage presence and casino drama 

• Voice: Assertive, celebratory, and energizing

The Deliverables

• Print campaign: launch ad, brochures, in-room signage 

• Digital graphics for screens and social 

• Environmental graphics and branded spaces 

• Tournament template signage

The Impact

The New King of Poker was well received by leadership and guests alike, becoming a recognizable identity for the Poker Room's relaunch. The visual tone set the stage for future promotions and partnerships under the new space’s elevated brand.