Sahara Las Vegas
Rebrand and Reinvention
In collaboration with Fugitives, we took on a monumental task: rebranding the SLS Las Vegas hotel and reinventing the classic Sahara brand for a new generation.
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PROJECT SCOPE: ​
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Intakes
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Research and Insights
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Stakeholder Workshop
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Strategic Development
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Naming
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Brand Foundations & Identity
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Brand Communication
AGENCY PARTNER: FUGITIVES
CLIENT CHALLENGE:
Leave behind the struggling SLS Las Vegas brand and restore the classic Sahara property to
its original glory and brand associations
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OUR SOLUTION:
Reimagine what the Sahara experience means to Vegas audiences today
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After shuttering the SLS brand in Las Vegas, a new ownership team was eager to bring back the glamour and excitement of classic Vegas with the property.
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An in-person stakeholder workshop with the new owners of the hotel helped unearth a
new brand personality and positioning.
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Most importantly, we decided to bring back the classic SAHARA name for a new era.
We aligned on a brand concept "The Soul of Vegas," bringing a depth and spirit to what Vegas means to audiences today.
Equally important to defining what the new Sahara is was defining what it isn't.
From here, we developed the new tagline "Be Iconic," empowering guests to be timeless and confident - just like the Sahara itself.
The culmination was a new logo and word mark, capturing the iconic nature of the new property.
CREDITS
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Client: Sahara Las Vegas
Agency: Fugitives
ECD: Chris Gernon
EP: Marc Brugnoni
Creative Strategist/Copywriter: Josh Chesler
CD: Seton Kim
Producer: Dustin Leer