General Growth Properties needed to refresh the branding for The Shoppes at the Palazzo, one of there retail properties in Las Vegas. Working with my creative director and copy writer, I created a campaign look and feel that spoke to the classic Italian fashion aesthetic of luxury, modernism and beauty with sepia toned photography, high-end luxury apparel and a strong typographic treatment that blended a modern take on formal script capitals with an architecturally, clean sans serif. I treated each headline with a gradient color effect to bring more visual interest and energy to each piece. This creates a visual brand that is easy to recognize and tells the story of the retail property.
I helped with the photo shoot, casting models, creating a shot list, and being on set to make sure all went according to plan. We chose the photographer who also does the nordstrom catalogs, since the aesthetic was aligned with the outcome we desired. I then designed a series of collateral pieces to support the ad campaign, such as taxi toppers, outdoor building banners, presentation folders, a landing page and email blasts.
role: Art Director and Designer