OVERVIEW & BACKGROUND
The Flamingo Casino is an iconic brand right in the heart of the Las Vegas Strip. I was motivated to fully understand the importance and identity of this location.
PROBLEM/PROMPT
How can I create something that I felt could resonate with the Flamingo brand as it already existed yet still bring something fresh to this established identity?
CHALLENGE
I wanted to create imagery that was easily identifiable by anyone, whether they had been to the Las Vegas Strip or not. This rebrand comes with a new logo and typeface as well as items that guests would receive upon a visit to the hotel.
My process began with researching the location first and gathering pictures of content that stood out to me. Then, I began sketching concepts for the logos and typography that I felt could align with the intentions of not only the overall brand but my own reflection of what The Flamingo meant to me. This casino was a classic embodiment of what summers and vacations are all about. I wanted to capture the warmth, fun, and elegance of this brand in my redesign concept.
Taking a look at this project, what really stands out to me is the process and research that went into it. I'm often asked to describe my style as a designer, and this project truly showed me that style is dependent on the project and company identity. My goal was to maintain the standards of the brand and its essence. So during the creative process, I focused less on what my preferences were in terms of typography and imagery and focused on the user and company needs. This project challenged me to step out of my comfort zone and prioritize proper research and planning before grabbing my computer and getting to work. I believe that through sketching, mood boards, and mind mapping, I was able to create a stronger result that was not a huge departure from the company's established identity.