Life. Well Played.
A brand extension campaign giving longevity, cohesion, and creative systemization to a proposed identity.
The Ask
Talking Stick Resort’s new campaign — Life. Well Played. — launched with a beautiful TV spot and tagline, but the brand needed structure beyond the screen. My job was to take that concept and build it out across every medium: print, digital, signage, in-room, and more.
The goal: make it scalable, flexible, and creatively consistent across departments, campaigns, and touchpoints.
My Role
As Creative Manager, I translated the campaign into a full visual identity and messaging system — including a comprehensive brand guide and executive-facing pitch deck. I created assets in-house and provided art direction across print, digital, and environmental placements.
The Strategy
I focused on telling the story of luxury as a lifestyle — not just through headlines, but through texture, photography, and voice. Each layout aimed to reflect the richness and confidence of the brand while remaining modular enough for real-world use across all departments.
The Identity System
Typography: Miller Headline and Rig Sans used with elegance and restraint
Color Palette: Desert-inspired tones with clean white space and luxe black backgrounds
Visual Style: Editorial-style layouts, cinematic lifestyle imagery, soft gradients and strategic glow
Copywriting: Confident, witty, and reflective of the elevated-yet-approachable guest experience
The Deliverables
I created all campaign assets in-house, including:
Brand style guide and messaging matrix
Executive pitch deck and brand positioning
Custom wraps, digital signage, and large-format print for display at Sky Harbor Airport
In-house digital screen templates and print collateral
Social and email campaign assets
Hotel key cards, directional signage, and amenities collateral
Property-wide promotional overlays and integrations
The Impact
Life. Well Played. introduced a unified identity that raised the creative standard at Talking Stick Resort. The system brought clarity, consistency, and polish to every guest-facing and internal touchpoint. It became a trusted foundation across departments and earned buy-in from executive leadership. The work elevated how the brand was seen, both inside and out — helping teams communicate with purpose and guests connect with a stronger sense of who we are.
