AULANI VILLAS
Walt Disney Imagineers worked hand in hand with local artisans and cultural experts to create Aulani, the first resort in Hawaii created as an authentic Hawaiian resort for families. Inspired by the natural wonders and rich traditions of Hawai‘i, it is the ultimate Hawaiian getaway, celebrating the beauty, history and welcoming spirit of the island. But not unlike their brand cousin Adventures by Disney, they launched with a campaign of animated characters reinforcing a consumer barrier for families: they did not want to go to an exotic, tropical getaway with Mickey and Minnie. Especially when they can get that right in their own backyard at Disneyland. So we decided to lean into the authenticity of Aulani, and the rich lore of both Hawaiian and Disney storytelling by telling some Hawaiian legends and inviting families to come and create their own family legend at Aulani. With our new campaign we saw a 34% increase in bookings over the prior two years representing over $40 million in revenue. And during Hawaii’s low season Aulani was at an astounding 96% room capacity.
AULANI VILLAS
Walt Disney Imagineers worked hand in hand with local artisans and cultural experts to create Aulani, the first resort in Hawaii created as an authentic Hawaiian resort for families. Inspired by the natural wonders and rich traditions of Hawai‘i, it is the ultimate Hawaiian getaway, celebrating the beauty, history and welcoming spirit of the island. But not unlike their brand cousin Adventures by Disney, they launched with a campaign of animated characters reinforcing a consumer barrier for families: they did not want to go to an exotic, tropical getaway with Mickey and Minnie. Especially when they can get that right in their own backyard at Disneyland. So we decided to lean into the authenticity of Aulani, and the rich lore of both Hawaiian and Disney storytelling by telling some Hawaiian legends and inviting families to come and create their own family legend at Aulani. With our new campaign we saw a 34% increase in bookings over the prior two years representing over $40 million in revenue. And during Hawaii’s low season Aulani was at an astounding 96% room capacity.
eHARMONY
eHarmony had been the leader in their category since their launch in 2000, laying claim to 236 marriages a day and 2% of marriages in the United States. But over time they were rapidly losing market share to increased competition from brands like Match.com who were expressing themselves with more contemporary voices. eHarmony brought me in to re-energize their brand. I proposed they walk away from advertising their science and matching algorithm, often pitched by their founder. It felt to me that as a company responsible for 2% of marriages in the U.S. they should take ownership of something far more compelling: love. They should plant a flag in the ground and own love. I wrote the campaign line “Love Begins Here” and we built the campaign with real eHarmony spouses and couples, and singles looking for relationships. We shot with Academy Award winner Errol Morris and worked to get to the truth of dating, relationships, marriage and the life altering impact eHarmony had on many of their lives.
eHARMONY
eHarmony had been the leader in their category since their launch in 2000, laying claim to 236 marriages a day and 2% of marriages in the United States. But over time they were rapidly losing market share to increased competition from brands like Match.com who were expressing themselves with more contemporary voices. eHarmony brought me in to re-energize their brand. I proposed they walk away from advertising their science and matching algorithm, often pitched by their founder. It felt to me that as a company responsible for 2% of marriages in the U.S. they should take ownership of something far more compelling: love. They should plant a flag in the ground and own love. I wrote the campaign line “Love Begins Here” and we built the campaign with real eHarmony spouses and couples, and singles looking for relationships. We shot with Academy Award winner Errol Morris and worked to get to the truth of dating, relationships, marriage and the life altering impact eHarmony had on many of their lives.
AULANI, A DISNEY RESORT & SPA
Walt Disney Imagineers worked hand in hand with local artisans and cultural experts to create Aulani, the first resort in Hawaii created as an authentic Hawaiian resort for families. Inspired by the natural wonders and rich traditions of Hawai‘i, it is the ultimate Hawaiian getaway, celebrating the beauty, history and welcoming spirit of the island. But not unlike their brand cousin Adventures by Disney, they launched with a campaign of animated characters reinforcing a consumer barrier for families: they did not want to go to an exotic, tropical getaway with Mickey and Minnie. Especially when they can get that right in their own backyard at Disneyland. So we decided to lean into the authenticity of Aulani, and the rich lore of both Hawaiian and Disney storytelling by telling some Hawaiian legends and inviting families to come and create their own family legend at Aulani. With our new campaign we saw a 34% increase in bookings over the prior two years representing over $40 million in revenue. And during Hawaii’s low season Aulani was at an astounding 96% room capacity.
SAHARA LAS VEGAS BRANDING
The Sahara. The name itself defines Vegas. Home to The Rat Pack. Mae West. Elvis. Yet also a place where we all felt like we were someone. Like we belonged. Throughout the decades the mystique remained for only those few who cared to remember, as The Sahara became overshadowed by the big corporations and mega-casinos. Then In 2011, this greatest of icons closed and became the SLS, discarding all of the soul, elegance and sophistication of the great legend it once was. Then in 2018 the SLS was sold. The question was, what will the new casino now become? Will this be an opportunity to resurrect a legend? Turns out it was.
I had the great privilege to create a new, elevated brand around the rebirth of the old legend. I positioned the property boldly against the vast corporate landscape of modern Las Vegas, and brought to the table a fresh and memorable voice, while maintaining the mystique of a cherished era. I led the charge with brand positioning, naming, logo & identity development, overall digital strategy and concepts around a full 360 marketing brand launch campaign. The response could not have been more epic. From the moment of its grand opening press and social media literally blew up with excitement and the Sahara was back in the black with both of its towers and its new entertainment venues fully booked.
The brand platform "For the Love of Vegas" came from a simple question to the owner, "Why did you want to do this? Resurrect the Sahara?" His answer was steeped deeply in his love of this Town. For his love of Vegas. The following is the case study.
THE LOGO & LOGOTYPE
The Sahara “S” icon was designed to embody the intangible soul of the Sahara and it’s timelessness, while remaining contemporary and modern. The Sahara is an elevated experience that ignites imagination and defies expectations. More than just a place, the Sahara is an irresistible, seductive energy that draws us in and makes us come alive. The Sahara infinity “S” was created to signify this timeless and sensual soul, while the Sahara logotype evokes the feelings of the property’s original Saharan brand.
SUB-BRAND NAMING & COMMUNICATIONS
In addition to the naming of the resort itself we also were tasked with naming the hotel towers, bars, and its spa. The naming structure used Saharan themes as an ode to the past and to perpetuate the exotic aura of the Sahara. It was also fun to get to name the spa after my daughter, who's name is now part of Vegas history.
VIDEO CONTENT
Pre-launch teasers.
