LFG — Lights. Fun. Games.

Concept

LFG was built to bring energy back into the casino and grab attention during a competitive shift, especially with MGM leaving the Cleveland market.

The idea was simple. Make JACK feel like the place to be again. Loud, fun, and hard to ignore, both in the work and in the space itself.

Overview

I designed the core LFG identity and worked across the campaign as it came to life, from digital to on property.

The identity needed to hit fast and read clearly in a busy environment. Big, bold, and easy to recognize.

It was built to hold up everywhere it shows up, from screens to large scale installs, without losing its impact.

I also worked with the team on the overall look and feel, including photography direction and tone, and was involved in production during the commercial shoot.

Role

Brand Identity • Visual Direction Support • Environmental Design • Production Collaboration