Campaign
TheNewKingofPoker
Role
Creative Director, Lead Designer
Year
2023
Location
Talking Stick Resort
Type
Campaign
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.
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 Visual Style
- Dramatic contrast, layered textures, metallic tones, and large-scale layouts
- Tall, confident letterforms paired with modern serif accents
- Imagery inspired by Vegas stage presence and casino drama
- Assertive, celebratory, and energizing voice
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.
In Motion
Video
King of Poker — Now Open
The Work
Selected Deliverables
Click any image to view full size
Next Project
SuperZona
Event Branding • 2023