Luxor

LAS VEGAS RESORT & CASINO

Objective

In terms of branding, all applications should work together. My choice was Luxor Resort & Casino, Las Vegas. It’s the iconic black pyramid in the thick of the Las Vegas Strip. Las Vegas is known for luxury resorts,
where also has the largest amount of com-petitors. Considering the unique selling
point in order to make the brand stand out from a bunch of top hospitality big names, while maintaining a cohesive personality of the brand was the key.  

 

Approach

Luxor has the unique jet-black glossy look, which can be regarded as a modern twist
on Ancient Egyptian. As for the primary brand identifier, I kept the pyramid shape in order

to appeal to the audience of the major cha-racteristic. Secondary graphic was Bastet,
the Egyptian Goddess of home, female, cat, and protection. The typography choices
are elegance and friendliness. Application choices are based on the hotel basic
package, including media and physical goods.

In the thick of the Las Vegas Strip stands
an immense, glossy, jet-black pyramid. It is difficult to see inside through the opaque, onyx glass. It has no markings. At night, an
eerie beam of bright white light shoots skyward from the pyramid’s north point. Taken in at once, the area is
an uncanny reinterpretation of Ancient Egypt. 

The Luxor / The Dark Pyramid of Vegas

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DISCLAIMER: This is a student project created for academic purposes. The rebranding concept is a fictional piece of work made as part of the class’s assignment.

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