During my time at R&R Partners, I helped lead the evolution of the Las Vegas brand and the launch of its new global platform, “What Happens Here, Only Happens Here.”

Our team developed a comprehensive visual identity and campaign system inspired by the grit, glamour, and unmistakable energy of the city. My role spanned creative direction, design and implementation across broadcast, digital, OOH, citywide takeovers, events, PR, social, client templates and internal communications. I also defined/selected Passion Purple as the official color of Las Vegas, developed in collaboration with Pantone as a defining element of the new identity.

Across the launch, my team and I delivered more than 1,000 creative assets, building a flexible system designed to give one of the world’s most recognizable destination brands a consistent and ownable presence across every touchpoint.