The STRAT Hotel, Casino & Tower. VIP Help Center
My Role: Experiential Design, Digital Signage, Creative Direction
Client: Golden Entertainment and The STRAT Hotel, Casino & Tower
Challenge: The Stratosphere Hotel's VIP membership center was underperforming. The space was static and failed to effectively convey the dynamic range of events and attractions, resulting in low member engagement and participation in on-site activities.
Solution: I was hired as a freelance creative to turn the static help center into an interactive hub. My approach included a complete redesign of the main member desk, adding dynamic digital signage that displayed previews of the hotel's exciting rides and exclusive tours. I created a system for regularly updated digital artwork to promote upcoming concerts and shows, making it simple for members to see what's new and exciting.
Results: The redesigned center led to a significant increase in member engagement and satisfaction. Most notably, the new, clear visual system was directly credited with a measurable rise in ticket sales for on-site events. The project successfully transformed a passive information desk into an active, engaging experience that improved guest loyalty and increased ancillary revenue for the hotel.
(All rights reserved by Golden Entertainment and The STRAT Hotel, Casino & Tower)
VIP Membership Desk
VocoPro Brand
Magazine
My Role: Product Graphic Design, Marketing Collateral, Art Direction, Product Photography
Client: VocoPro (Professional Karaoke & Audio Equipment)
Challenge: VocoPro needed a cohesive, professional visual identity that could be applied across its entire brand experience—from the physical product itself to the marketing materials that drove sales. The primary challenge was to create a design system that was clean, functional, and could clearly communicate the features of their diverse audio equipment to both professional DJs and home enthusiasts.
Solution: As their lead designer, I was responsible for a wide range of creative assets.
- Product Silk-Screening: I designed the on-device graphics and interface markings for their karaoke machines and audio mixers. This involved creating clear, intuitive iconography and typography that was easy to read and use in low-light environments.
- Product Photography: I directed and executed the product photography, capturing high-quality images that highlighted the equipment's features and build quality for use in catalogs and online.
- Marketing & Sales Collateral: I designed the full suite of marketing materials, including product catalogs, promotional flyers, and advertisements, ensuring a consistent and professional brand message across all channels.
Results: My design work created a unified, professional brand identity for VocoPro, from product design to advertising. The clean on-device graphics enhanced the user experience. At the same time, the polished catalogs and flyers served as practical sales tools, driving sales and solidifying VocoPro's position as an industry leader.