CASE STUDIES

Branding

"A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures " - Michael Eisner
Located in Northern San Diego County, Pala Casino resides in a highly competitive marketplace with over a dozen casino properties in the SoCal area. Due to our unique geographical location alongside the Palomar Mountains, we positioned our property as a nearby everyday getaway, where players could enjoy the "aahhhh" of excitement on our gaming floor, as well as the "aahhhh" of relaxation offered by our surroundings and amenity set. Guests were invited to "discover your aahhhh moment"
EXPERIENCE SCOPE: - Logo Control - Controlled brand guidelines - Typography & Color usage - Messaging - Website Design - Universal Email Signature for TMs

Messaging

We crafted a messaging framework that expressed the casino's commitment to the guest experience through carefully crafted outdoor messaging, artful headlines, and compelling copy. We were able to fulfill the desire of our market segments that preferred a casino that was safe, clean, easy to navigate, and offered high-energy excitement and fun.
:30 Television Commercial

Pivot Strategy

In 2020, COVID changed the business landscape with mandatory closures, followed by highly enforced social distancing policies. Due to the uniqueness of our entertainment venues vs. competitors, we were able to offer live concerts and entertainment with safe social distancing, which our competitors could not provide. Collaborating with our CEO’s vision, we built upon our brand messaging and positioned Pala as “SoCal’s Entertainment Capital”, backed by daily live entertainment, and live concerts every weekend in our two entertainment venues.

My Approach to Branding

Vision
Seeing the big picture, together. Clearly define our position in the market and the value it provides to new and existing customers. If our team gets it, the customer will as well.
Data
Know our customers, and what they really think. Accurate data is crucial to building awareness, mentions/SOV, relevance and reach, visibility (SEO/SEM), and brand interactions that create loyalty.
Process
Strategy and consistency. Our strategy should clearly define our purpose, vision, DNA, position, and value in the marketplace. Once we know it … never lose sight of it. Consistency = trust.