GUY FIERI’S VEGAS KITCHEN + BAR

Background
Refresh the current creative with a lighter look. Make Guy more approachable while focusing on flavorful food (new menu will have smaller portions and healthier options). A photoshoot with Guy will emphasize his energy and fun spirit in a fresh, elevated way.

Solution
“I have to be conscious of the platform and the push. I have a lot of loyal fans. I have a lot of fans that would unquestionably do whatever, but I don’t want to abuse that relationship because it doesn’t happen overnight.

There’s been some bands over the years that we love that suddenly put out that one album and everybody goes, ‘WHAT?! WHAT HAPPENED? COME ON.’ I ’m not saying that I ’m afraid to make change, but I believe it has to be organized, designed, and respected at the time it takes.”

GUY FIERI, MUNCHIES - VICE MEDIA

Concept Design

• visually balance and focused

• scaled and layered elements add depth

• narrative voice with sign of approval

• asemetical use of color and photography

Photo: Anthony Mair for Las Vegas Weekly

Background 
Penn  & Teller are magicians and entertainers who have performed together since the late 1970s, noted for their act which combines elements of comedy with magic. Penn serves as the act's raconteur. Teller, generally does not speak while performing, and instead communicates through nonverbals.

Solution
Penn & Teller 2016 creative campaign. The team created a dozen concepts over the course of a few months. Each with their own creative and visual direction. Once the final ideas were chosen, the photo direction deck was created which included lighting, props, set and talent styling. The backdrop set, table and most props were created for the shoot.   

Gold ADDY Award 2017 - New Campaign
Silver ADDY Award 2017 - New Campaign (Regional)
Gold AIGA Award 2017, Campaign
Silver AIGA Award 2017, Photography

Complete visual identity system: Penn & Teller photo shoot, advertising, print and digital collateral and signage.

Project Management: Photographer and crew, set and prop fabrication, hair and make-up,

Partners
Design Directors: Gabriel Garcia and Karen L.
Design and Storyboards: Ramsey H.
Photography: Hugh Kretschmer
Renee Rhyner and Company
Prop Fabricator: Frank Ippolito
Hair/Makeup: Phyllis Bond

Background
Giada De Laurentiis is an Italian-born American chef, writer, television personality,
and the host of the current Food Network television program Giada at Home.
De Laurentiis opened her first restaurant, GIADA, inside The Cromwell Hotel and Casino.

Challenge
With Giada, it was important to create a design that captures her personality and makes it easy for consumers to recognize her brand. Her new space overlooks the Las Vegas Strip. Starting with the architectural renders we were able to pull colors, tones and materials. Utilizing her cook books, our research gave us a sense of her style through photography and design. This gave us the perfect starting point for her new restaurant brand.

Solution
Our design solution brings these values to life with a simple logo mark that communicates the craftsmanship, warmth and natural ingredients of homemade food. Adding relevant illustration elements, we created a design that stands out from other alternatives on the Las Vegas Strip.

Complete visual identity system: Brand logo, style guide, Giada PR and food photo shoot, print and digital collateral, packaging and signage.

Partners:
Design Director: Gabriel Garcia
Graphic Designers: Karen L. and Brad J.

Accolades
50 best restaurants for a date in America - OpenTable

STRATEGY & CREATIVE, BRANDING, PHOTOGRAPHY, VIDEO, PRINT, COLLATERAL

Partnering two iconic brands, Caesars Entertainment opened the world’s first Nobu Hotel inside Caesars Palace. Nobu's design is infused with traditional Japanese and modern styles. The hotel redefines hospitality with the same artful elegance that Chef Nobuyuki "Nobu" Matsuhisa brings to his restaurants, attracting a whole new clientele to Caesars.

Challenge

The task, develop two distinct and comprehensive Nobu brands. The restaurant has 327 seats and features a sushi bar, private dining pods, teppanyaki tables and a large bar and lounge area. The separate luxury hotel within the larger Caesars resort has 181 intimate rooms.

Solution

Inspired by the traditional art of Japanese origami, backgrounds were created using the crane, koi fish and shrimp for the restaurant. The colors compliment the lounge decor, food photo direction and create a sense of luxury. The hotel uses the Japanese cherry blossom, the colors are light, soft and create a sense of relaxation.

Complete visual identity system: Brand design, style guide, photo shoot, print, signage, restaurant and hotel collateral.

Partners
Lifestyle photography and video by Lem Lattimer
Design Director: Gabriel Garcia
Designer: Karen L.

STRATEGY & CREATIVE, BRANDING, PHOTOGRAPHY, CONTENT, PRINT & SIGNAGE, EXPERIENCE

Gordon Ramsay's latest restaurant, Hell’s Kitchen. Inspired by the FOX primetime hit show of the same name, designed to be an experiential and immersive destination. Interior design features engage all the senses and are a nod to both the red and blue teams featured on the show. The dynamic and bustling kitchen is the centerpiece of this unique restaurant.

Solution

A strong and bold brand presence is established through use of a full color image of Gordon Ramsay as master of his domain. Messaging strikingly uses Ramsay’s voice, capturing the fierce personality while lending his authority to the brand.

Interior design elements like marble, brushed bronze details and luxurious backgrounds echo the upscale character of the restaurant and Caesars Palace. The high-energy and fiery nature of the show translates into red and blue fire elements throughout the design. A sharp, bronze bar inspired by the iconic pitchfork creates a dynamic and interesting visual balance. It generates excitement for the restaurant, while offering sustaining messaging and design—flames and all.

Project Concepts & Brainstorm >

Complete visual identity system

Gordon Ramsay and food and drink photo shoot, advertising, print, motion graphics, digital collateral and signage.

Partners
Design Director: Gabriel Garcia
Designers: Neha S., David A.
Copywriter: Denise S.
Photography: Erik Kabik Photography

+ behind the scenes photos

The American Advertising Federation  
2018 GOLD Award Cross Platform Integrated Campaign
2018 SILVER Award Cross Platform Integrated Campaign - District 15 

ACCOLADES

50 best restaurants for a date in America - OpenTable

Top 10 New and Hip Restaurants in Las Vegas - Gayot

Top 10 American Restaurants – Gayot

...Already, it’s the hottest restaurant in town. – LA Times
Gordon Ramsay’s new restaurant could be the hottest in America. – Eater

Gordon Ramsay Hell’s Kitchen at the front on Caesars Palace may well be considered the restaurant opening of the year. – Eater Las Vegas

Hell's Kitchen, Gordon Ramsay's newest restaurant, is the hottest resto in Las Vegas. – Tasting Table

Background
Gordon Ramsay, known not only for his refined cuisine, but also his TV personality on several hit programs including “Hell’s Kitchen,” “MasterChef” and “Kitchen Nightmares,” has generated world-wide attention and entertained viewers on six continents. His restaurants have been awarded 16 Michelin Stars.

Challenge
This was Gordon Ramsay’s first restaurant in Las Vegas and what would become his Las Vegas Flagship. We needed to build a brand that matched his personality and remained cohesive with the interior design of the space. We received interior design mood boards and a logo that needed refinement.

Solution
We used an image that captured Gordon with his iconic pose and adapted his voice into the headlines, No Tantrums. Just Temptations, and A Fury For Flavor. The image and headline are balanced by a stitched Union Jack pattern that creates a handcrafted feel. The darker tones tie into the upscale vibe and the body copy introduce Gordon Ramsay to the Las Vegas Strip.

Complete visual identity system: Brand logo, photo shoot, signage, print and digital collateral.

Partners
Photography: Rouse Photography
Graphic Designer: Lilia S.
Copywriter: Denise S.

Credit One Bank and MLB Partnership.

The Baseball Card for Everyday Fans.

Major League Baseball

STRATEGY & CREATIVE, PHOTOGRAPHY & VIDEO, SOCIAL & WEB, CONTENT, PRINT & SIGNAGE

Background
Two new competitors have opened on the Atlantic City Boardwalk. Harrah’s Atlantic City is located away from the boardwalk, adding to its challenge. The new competition has a host of all-new rooms and amenities, which has drawn guests away from Harrah’s. The two major advantages Harrah’s has is its friendly staff and complete resort experience.

The goal of this brand campaign is to reinforce repeat guests, encourage return guests and gain new guests by highlighting friendly service and the unique Harrah’s brand.

Solution
A previous Harrah’s Gulf Coast brand campaign successfully leveraged the connection between team members and guests to showcase the property. Here we take that concept and customize it to highlight the strengths of Harrah’s Atlantic City.

Always Friendly, Always Harrah’s uses photographs of our employees and guest. This allows us to convey an authentic and friendly relationship, a core strength of Harrah’s AC. A straightforward tagline repeated in each creative reinforces this message.

** Images are conceptual ideas for photoshoot reference. All rights reserved to the photographers.

SUMMARY
Caesars Entertainment had already made its name as a entertianment destination in Las Vegas, as competition among competitors increased, a new awareness campaign that resonated with the baseball fan was created.

Heres how we helped drive awareness that Los Angeles was a short distance to Las Vegas.

SOLUTION
As the baseball season ramped up, we need to create a campaign that won in the 9th inning to fend off competitors by reasserting its position for hospitality, nightlife and entertainment a few hours away.

OUR ROLE
Strategy
Creative & content
Dodgers website HPTO
Web & mobile
Web
Event program
Stadium digital screens

Direction 1.
DOUBLE PLAY
• Combines both brands into playful look
• Places iconic Caesars brands into baseball environment
• Clean and simplistic makes for an easy read

Direction 2.
ROADTRIP
• Los Angeles to Las Vegas
• Las Vegas is the next base for the Dodgers fan
• Highlight benefits of the empire
• Vegas is the away game for fans

Partners:
Design Direction: Gabriel Garcia
Designer: Ryan H
Copy: Aaron M

Caesars Palace celebrated it’s 50th Anniversary with celebrities, entertainment, events and fireworks. Chef Gordon Ramsay hosted the pool party, champagne toast and fireworks Extravaganza.

Partners
Photography: Tom Corbett
Design Director: Gabriel Garcia
Designers: Tae K., Karen L.

Background

Caesars Entertainment has the best collection of restaurants in the market, as well as highly recognizable celebrity chefs. The goal is to create a campaign that showcases all of the dining offerings Caesars Entertainment has to offer in the Las Vegas market.

Solution

Connecting over a genuine dining experience is all about the social interaction. The messaging invites the guest in, while the visual encourages them to connect over a good meal with a great atmosphere.

Campaign Strategy

A new strategy that relies on the collaboration between digital and print elements will successfully bring awareness, recognition and adoption of the initiative. The campaign will be rolled out in three phases.
Introduce. Explore. Embrace.

The advantage of using phases is an opportunity to build awareness through a controlled release, continually gauge success, and allow for adjustments to the content or the overall strategy.

The breadth of our outlets will be shown in two categories:
a) The social human experiences of interacting over a meal and sharing with each other.

b) The approachability of the chefs and their restaurants through a social experience.

Phase 1:
The introduction phase will be accomplished through three mediums:
Digital Marketing, Traditional Marketing and Brand Extensions

Phase 2:
Once the Feast The Empire has been introduced, we will encourage exploration through three approaches: Individual Chef, Food Type, Food Category

Phase 3:
Guests will become entangled into the Feast The Empire through several unique experiences and tie-ins: Social Media, Rewards, Events

Complete visual identity system
Logo, advertising, print, motion graphics, digital collateral, signage and photography

Partners
Photography: Jerry Metellus
Chefs: Frank Pellegrino Jr., Nobu Matsuhisa, Guy Fieri, Guy Savoy, Giada De Laurentiis, Gordon Ramsay, Steve Martorano, Bobby Flay and Greg and Marc Sherry.

Learn More About This Project

Jubilee! was the longest running show on the Las Vegas Strip. The showgirl revue opened on July 31, 1981 and was originally produced by Donn Arden.

The cast of nearly 70 dancers, singers and specialty acts was matched by the 70 stagehands it took to operate the stage, sets, lights, elevators and sound equipment, plus 26 people who worked in the wardrobe department.

The rebrand campaign included new photos, advertising collateral, digital and revised Jubilee! logo. 

Partners
Design Director: Gabriel Garcia
Graphic Designer: Tae K.
Photography: Claudio Rangel Photography

+ behind the scenes photos

SOCIAL & CONTENT, PHOTOGRAPHY & VIDEO, WEBSITE, PUBLICATION, RETAIL

Sunday Slacker Magazine

Cars with chips & scratches, people with stories & history and models with style and class. Sunday Slacker Magazine is dedicated to Cars, Cruises & Culture. Flip through our pages for events, car shows, car clubs, custom builders, shops, pin-ups, artists, music and the influential leaders who have built our lifestyle from the ground up.

www.sundayslacker.com

The Usual

Sunday Slacker presents The Usual, a tabloid newspaper style publication. Featuring car shows, cruises, models, barber shops, tattoo artist, fabricators, garage builders, music and more.

www.theusualedition.com

Car Clubs of the World

Car Clubs of the World chronicles aspects of the automotive club culture: the plaques, members, rides and their history. Through photos and videos from events, photographers and clubs from around the globe.

www.carclubsoftheworld.com

Complete visual identity system: Brand logos, publication design, editorial, photoshoots, web, digital, video and social

Background

Global superstar Jennifer Lopez lights up The AXIS Theater with her first ever headlining residency “Jennifer Lopez: ALL I HAVE” exclusively at Planet Hollywood Resort & Casino.

Challenge

Create a complete visual campaign including a show logo and a photo direction deck.

Solution

Two directions were taken. A date was blocked for a possible photoshoot and supplied images were reviewed. The first required various mood boards and creative mock up examples to establish the concept for the shoot. The second utilized a supplied image, photo edits were made to create a new image.

Complete visual identity system: Brand logo, photo shoot, signage, print and digital collateral.

Partners
Design Director: Gabriel garcia
Graphic Designers: Renee P and Tae K.

Background

William F. Harrah opened Harrahs Bingo Club in 1937 in Reno Nevada. Harrah embodies a fun, light-hearted, friendly atmosphere where friends and family can come to enjoy themselves any day of the week.

Challenge

Creating a brand that works for seventeen Harrah's Hotels and Casinos across the United States. Building a new visual identity system, brand assets, photography, hundreds of brand templates and training all property marking staff was a small portion of the teams task. 

Solution

A strategic exploration of the Harrah's history, brand positioning and the evolution of the brandmark. Reinvigorate the Harrah's brand with a big, bold and confident visual identity that's simple, clear and concise. We removed the tagline from all collateral to simplify the layouts. To evoke brand curiosity and awareness, the Come Out and Play tagline is used in strategic ad communication.

Complete visual identity system: Brand refresh, brandstyle guide, brand playbook, brand illustrations, brand photography
 

Partners:
Graphic Designers: Edwin L., Renee P. and Tae K.

Happiness. No terms or conditions.

The LINQ Pool is laid-back, loungey, welcoming and conducive to socializing, playing games and soaking up entertainment along with the summer sun.

Candy-coated layouts created through boldly humorous studio photography evoke the exciting and curious natures of the target demographic, driving them to The Pool. Bright colors complement the storylines, which are highly adaptable and executable for future theme days, holidays and general brand messaging.

Complete visual identity system: Brand logo, lifestyle photoshoot, signage, print, social and digital collateral.

Partners
Design Director: Gabriel Garcia
Graphic Designer: Karen L.
Sketches: Ramsey H.
Photography: Square Shooting

Harrah’s Atlantic City

Logo + Brand concept for AC Burger Co in Atlantic City.

Finch Concept:

 -The logo mark uses a font reminiscent of neon signs hanging in the window of the corner café. A goldfinch, the state bird of New Jersey, represents the outdoor view that is available from inside the restaurant.

-The graphic elements are grounded in authentic, nostalgic and rustic illustrations.

 -The tagline gives a straightforward description of the destination’s offerings. It is approachable just like the comfort foods being served.

Caesars Corporate Jets

We get to work on some really cool projects. We got a call from our CMO to redesign our 5 corporate jets. In a few days we came up with a dozen designs. The chosen design features the Laurel, big and bold. The bust from the logo mark was deconstructed and added to the tail.

I flew to Lincoln, Nebraska and spent two days at the Ducan Aviation facility. This place is massive, I fell in love with the tools, equipment and upholstery & paint departments. The Aviation team posted a few photos of the new plane. We plan to visit with the team in Vegas soon. I can't wait to see the final planes in person.

MR CHOW at Caesars Palace features modern and classic décor highlighted with high-end touches and one-of-a-kind elements. The restaurant's centerpiece is a suspended kinetic sculpture, unlike anything in Las Vegas. MR CHOW guests enter through a set of private elevators, located on the casino floor level of Caesars Palace. The restaurant resides on the second story, overlooking the breathtaking Garden of the Gods Pool Oasis.

Background
Bally's Wild Wild West Casino has undergone a multi-million dollar makeover. They are removing most of old wild west themed decor and updating the amenities to target a younger millennial demographic. Enhancing the whole anti-nightclub vibe, the atmosphere is complete with popular live rock and country music, beer pong tournaments, classic video games and a mechanical bull.

Challenge
The Wild Wild West name and concept remained, as it is unique to Atlantic City. New amenities included Guy Fiery's Bar-B-Que Joint, Boardwalk Saloon, Snack Shake and Mountain Bar. Numerous Western concepts were created ranging from traditional to ultra modern.

Solution
The team captured the essence of urban Americana with subtle western influences - big and bold, distress typography, vibrant colors and large icons. The brand logo was updated to reflect a young and energetic style. The logo focuses on the word “Wild” with copy references to the “West”. GO WEST, GO WILD

Complete visual identity system: Brand logo, style guide, print and digital collateral and signage.

Partners:
Design Director: Gabriel Garcia
Graphic Designers: Kody M. and Brad J.

This is a small sample of the direct mail invitations I've designed or lead a team of designers. Many have won design awards and the rest are mailers I've always liked.

Caesars Entertainment New Years Eve:
2016 Silver ADDY Award
Design Director: Gabriel Garcia
Graphic Designers: Karen Lo and Renee Perez

U2 Invitation:
To allow for multiple versions, one black plate was changed and to create the look of a die cut, the mailer was angle cut after folding.

MGM Grand, Madonna Invitation:
2006 American Gaming Association Best Direct Mailer
Foil and blind deboss

Harrah's New Orleans New Year's Eve Invitation :
Die cut pop-up
Design Director: Gabriel Garcia
Graphic Designer: Derek W.

Palazzo/Venetian Hotel and Casino:
6/6, foil and soft touch plus spot gloss UV coating.

MGM Grand New Years Eve Invitation:
2005 Gold ADDY Award
Two color silk screen on clear plexi-glass, includes fabric holder and shipping box.

MGM Grand New Years Eve Invitation:
Inspired by a box of roses, the faux suede invitation opens to unveil the rose peddles, poem and customer offer on folded clear plastic.

Palazzo/Venetian Hotel and Casino:
Foil and blind deboss

L5, Las Vegas Condo promotional:
2007 AIGA Award Integrated Branding

Background
Wander Product Launch

Targeting domestic travelers in the U.S. that see the open road as an escape to spend time with loved ones, enjoy nature, and make memories.

Key Facts: 85% of U.S. travel vacations are domestic, 51% of domestic travelers are road trippers, 64% of travelers are Boomers and Millennials

Marketing Customer Profiles For creative development:
Adventures: Travels alone or with friends. Values experiences over belongings. Would rather visit new places than a recurring destination.

Family Planners: Travels with family to visit family. Values having experiences with their children. May visit the same places while taking the time to see some new things during their trip.

Solution

More Rewarding Travel

Get rewarded while doing the things you love to do The Wander card makes your travels more rewarding by providing points & benefits no other card can for a more fulfilling journey.

• Focuses on the activities of the destination
• Images capture playfulness and enjoyment
• Copy ties together the emotional and functional meanings of “rewarding travel”

A mixed bag of creative campaigns, print, collateral, menus and graphic design.

NYC to Atlantic City
A multi-million dollar advertising budget was established to promote the benefits of visiting Atlantic City over the summer. The goal was to drive gaming and hotel occupancy revenue. The marketing strategy targeted New York City and New Jersey consumers. Dozens of billboards in downtown NYC and NJ roadways were purchased along with 8000 signs in subway cars.
Gabriel Garcia, Karen L. and Tae K.

Total Vegas Advertising Campaign
2012 Gold AIGA Award, Photography.
Ed M, Gabriel Garcia, and Derek W.

LINQ Hotel and Casino
Rebrand concept video/creative
Gabriel Garcia and Lilia S.

HighRoller Observation Wheel at the LINQ
Branded illustrations for various media channels
Gabriel Garcia and Lilia S.

Shintaro - Bellagio Casino
Design Gabriel Garcia

Caesars Entertainment New Years Eve:
2016 Silver ADDY Award
Design Director: Gabriel Garcia
Graphic Designers: Karen Lo and Renee Perez

U2 Invitation:
To allow for multiple versions, one black plate was changed and to create the look of a die cut, the mailer was angle cut after folding.
Design Gabriel Garcia

MGM Grand, Madonna Invitation:
2006 American Gaming Association Best Direct Mailer
Foil and blind deboss
Design Gabriel Garcia

MGM Grand New Years Eve Invitation:
2005 Gold ADDY Award
Two color silk screen on clear plexi-glass, includes fabric holder and shipping box.
Design Gabriel Garcia

L5, Las Vegas Condo promotional:
2007 AIGA Award Integrated Branding
Design Gabriel Garcia

Cathouse Boutique Nightclub and Restaurant in the Luxor Hotel and Casino. Modeled after a 19th century bordello, hundreds of intimate artifacts scavenged from the 1800s lined the walls along with faux doors, further mimick the experience. It's rich colors add a sense of mystery and celebrity chef Kerry Simon's savory meals compliment the evening.

Complete visual identity system. Brand logo, photoshoots, print and digital collateral, menus, and business cards

Featured in The Best of Business Card Design 9

Gold ADDY Award 2008, Collateral Stationery
Cathouse Restaurant at the Luxor

Bronze ADDY Award 2008, Sales Promotion
Cathouse Restaurant at the Luxor

Design by Gabriel Garcia
Photography by Brian Brown

lobos hospitality Austin Texas design consultation graphic design restaurants powder room manny’s creative director Gabriel Garcia Concept investor development

Gordon Ramsay, who elevated British food and made it trendy around the globe, brings his take on the classic English street food to The LINQ Promenade for a fast-casual meal.

Design Directors: Gabriel Garcia
Design: Tae K