Brand Campaign
UniquelyArizona
Role
Art Director
Year
2023
Location
Casino Arizona
Type
Brand Campaign
An energetic brand expansion bringing personality, clarity, and humor to an existing creative direction.
The Ask
Our creative team was tasked with building out "Uniquely Arizona" — a brand voice and concept introduced in a regional TV campaign — into a fully fleshed-out campaign that could live in print, signage, digital screens, promotions, and beyond. The brand had a voice, but it didn't yet have structure, templates, or a scalable system.
I took the initial spirit of the campaign and translated it into a usable, repeatable design system. I created the brand guide, built templates, and directed photography to support bold, character-driven creative that reflected the personality of the property.
The Strategy
This brand thrives on humor, grit, and self-awareness. My job was to give it structure without losing its spontaneity — balancing candid photography and clever copy with layouts that could be applied across departments. The visuals and messaging needed to reflect real players and real moments: a little messy, a lot charming.
The Identity System
- All caps Futura Bold logo and tagline paired with the stacked Casino Arizona logo
- Motion blur, expressive faces, and honest lighting with no over-editing or staged perfection
- Strong headline contrast, strategic asymmetry, and bold statements
- Punchy, playful copywriting full of character where every line earns a smirk
Deliverables
- Full campaign brand guide
- Digital signage and screen templates
- Print and OOH advertising
- Wall and pillar wraps
- Promotional campaign adaptations
- Internal-use templates
The Impact
Uniquely Arizona came to life through real people, inside jokes, and a tone that only our property could own. My work gave teams the tools and templates to keep that spirit going, extending the campaign's reach without losing its edge.
The Work
Selected Deliverables
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