Island View Casino Resort in Gulfport, Mississippi, lead the revitalization of Gulfport following Hurricane Katrina. The
original Island View Casino was located in the former location
of the Grand Casino in Gulfport. The Grand was washed away and Island View took over the location, opening in an
area across from the beach.


We joined Island View right before the opening of their new expansion and used vibrant colors to get them noticed. This
was our “Bigger, Bolder” look. It was designed to be a
complete departure from anything they had done before and to bust through the clutter of sameness represented by all of the other casinos in the market.


Bigger, Bolder

For our “Bigger, Bolder” look, we were fortunate to be able to shoot television with mega-chef and personality, Emeril
Lagasse. Emeril, operator of Gulf Coast Fish House on the property, even announced the expansion as being bigger,
better and bolder.


Once the expansion was opened, we created the V-Brand look, which used an element from their logo as a framing device.
This separated them from the more traditional swooshes and waves you typically see on casino billboards and collateral.
The look also more closely matched the color palette of the property and its personality.


A time for a refreshening of the look coincided with the
purchase by Martha Stewart of the Emeril “brand.” The sale dictated the removal of Emeril from our creative (even though
his restaurant is still there). The new look brought brighter
colors and a less literal representationof the V, but yet close enough so that it can still be perceived as a natural evolution,
so as not to lose the brand equity the look established.