Uniquely Arizona
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.
My Role
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
Logo & Tagline: All caps Futura Bold paired with stacked Casino Arizona logo
Visuals: Motion blur, expressive faces, and honest lighting; no over-editing or staged perfection
Typography: Strong headline contrast, strategic asymmetry, bold statements
Copywriting: Punchy, playful, and full of character where every line earns a smirk.
The 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.
