As the first in-house designer hired for the Hard Rock transition, I was tasked with instilling a process to enable moving a large portion of the workload from the contracted design firm to me. In turn, this would make concept, design, revisions and approval faster and more efficient which was desperately needed in a fast paced marketing department that managed 10-20 promotions and over 100 marketing projects per month.

VIP PARTY AREA | Entire space design and completion 

This area is dedicated to all functions and events that cater to top tier members. Each wall wrap reflect the activities that can be found at the casino [music, horse racing and gaming].

Because this is an event area, the space needs to feel fun and energized and I was delegated to design it from the floor up. The trim, pipe and ceiling colours were chosen by sampling the colours used in the murals.

While slowly introducing the Hard Rock brand during the transitional phase, subtle music lyrics fitting the activity of each wall was used along with my hand drawn artwork.

MONTHLY PROMO MAILERS | Reward Card Member 

This direct mailer is sent to all level of Rock Star Rewards Card Members. Its purpose is to inform members of new casino promotions, events and food specials, Each tier level receives a different rewards offer for the month along with a calendar of the monthly promotions. . The visuals from the mailer drives all large and small printed visuals as as well as digital assets so when creating all identifiers for each promotions, a predictive thought process is highly important.

THE ISSUE:
1. 12 English and 12 French mailers have to be created for the offers panel, which are currently done by copying and pasting in the different denominations and dates.
2. This is highly time consuming and creates a higher margin of error. With 50-70 printed and digital derivatives, development and approval of each promotion visual are slow which creates unnecessary rushing to meet print and delivery deadlines.

THE SOLUTION:
1. In Indesign, specific style sheets for the offers panel were set up and a data merge file in Excel was created with the different offers. Once all other panels are signed off, the the data merge would be run with the settings set to create 12 separate files with all the offers populated correctly.
2. Preliminary visuals created and approved before direct mailer layout begins. Templates for all common monthly print and digital collateral created.

TRUCK WRAP | Rock’n cool on-property transportation 

Concept and design of the on-property F150 full wrap using same dimensional texture that was use on the VIP area, as well as my hand sketched illustrations. Wrap was completed in a matte finish with only the pick portion of the logo in a gloss finish.

LARGE FORMAT | Monthly promotions and menu signage 

There was an extensive list of assets that I had to have completed monthly:
• Large and small wall wraps
• Roll-up banner
• Standee banners
• Exterior posters
• Bulkhead wrap
• Weekly giveaway mailers
• Ballot drum wrap
• Punch board wrap
• Slot Toppers
• T-stand posters
• Website visuals
• Promotional emails

These are some samples of promotional derivatives that I had to create to be installed monthly. All these designs wire driven by the visuals I created for the direct mailer.