Using Brand Strategy and Design to Unify and Elevate a Beloved Local Gaming Experience.
As Wildfire continued to grow throughout Las Vegas, its casinos, restaurants, and bars became popular destinations for locals. With this expansion came a lack of consistent branding—you could visit two different Wildfire locations and not even realize they were part of the same company. So we gave Wildfire new life with distinct positioning and a cohesive identity.
We were asked to redefine, restructure, and rebrand the Wildfire portfolio to create consistency between the properties and establish a stronger connection to its parent brand, Station Casinos.
A Welcome Home
With a target audience of married couples looking for a local hangout, we positioned Wildfire as a place that feels like home—where anyone can belong, be themselves, and feel comfortable. Patrons can expect a familiar welcoming experience no matter which location they visit.
Igniting the Fire
We created a new identity, including a logo and brand standards to bring a modern aesthetic to their existing fire and flame elements. We also updated their brand architecture by including an endorsement descriptor to the logo, “by Station Casinos."
Reimagining a Legacy
We analyzed the elements of the existing brand identity and distilled the iconic fire and flame elements. From here, we reimagined them into a striking, modern expression and applied it to bold typography to make the logo and identity soar. Secondary in the hierarchy, we affixed the phrase “by Station Casinos” to embed and establish an enduring connection to the overarching brand.
ON-PREMISE POSTER SERIES
promotions design direction
Brand Standards Motion Video
Using Animation to Bring the Brand Identity to Life
With the completion of the brand identity assignment for Wildfire, we produced a comprehensive standards guide. Knowing that the new identity would need to be applied to a wide variety of touch points, including video, we delivered an "Identity in Motion" video, meant to provide demonstrative guidance on implementation.