108 Eats & Drinks
The STRAT, Golden Entertainment
THE CHALLENGE
Two new businesses, 108 Drinks & 108 Eats, were preparing to launch at the 108th floor of the STRAT tower. The casino needed a cohesive brand identity that would make them stand out and feel approachable to anyone visiting. I was responsible for creating the look and feel of the advertising creatives which included the color palette, typography, and applications across menus and signage.
I began by researching competitor brands and brainstorming mood boards with my creative manager and the copywriter. The first concepts included several headline options from the copywriter, with two creative approaches: keeping typography simple to spotlight the drink, or using a minimal drink image with more playful type.
One problem I had at the beginning was that we did not have any available food photos provided by the business. So I had to research the best stock photos I can use that still reflected the menu. I experimented on different layouts, food photos, and type combinations to create the feel that the food is being enjoyed on the 108th floor.
THE RESULTS
We created two complementary brand designs showcasing the 108th-floor dining experience while giving each venue a distinct identity. 108 Eats highlighted the Las Vegas skyline, and
108 Drinks focused on the interior ambiance. The branding successfully drew guests to dine with a view and provided adaptable assets for consistent marketing as the brand grew.
