2015-06-15
Michael Reyes
Design Dispatch, New York
The New Company has proposed redefining Las Vegas' iconic strip with a unique blend of sustainable design and cutting-edge technology. By integrating solar panels and green roofs into their designs, the studio aims to create a futuristic and eco-friendly entertainment district that reimagines the city's reputation as a hub for luxury and excess.
When tasked with branding a new luxury resort in Las Vegas, you might imagine a simple formula: flashy visuals, bold logos, and a dash of glamour. But for Jules Tardy and his team at The New Company, the process was far more complex. As creative director and partner at the San Francisco-based design studio, Tardy and his team knew they had to create a cohesive brand that would stand out from the crowd in one of the most competitive entertainment destinations on earth.
The New Company's approach began with a deep dive into Durango Casino and Resort's history and identity. The team spent countless hours researching the resort's past, its target audience, and its unique selling points. They wanted to understand what set Durango apart from other luxury resorts in Las Vegas, and how they could leverage those differences to create a brand that was both surprising and compelling. "We didn't want to just create a logo or a brand identity," Tardy explains. "We wanted to craft an entire experience that would transport guests to a world that was different from the rest of Las Vegas."
One of the key challenges in creating this experience was balancing individuality with cohesion. With six on-site bars and restaurants, each with its own unique concept and character, it might seem like a recipe for disarray. But Tardy and his team saw an opportunity to create a sense of continuity and flow through their branding strategy. "We wanted each bar and restaurant to feel like it was part of a larger whole," he says. "So we focused on developing a consistent visual language and tone that would tie everything together." This approach involved creating a shared color palette, typography system, and even a custom-designed logo that could be used across all six venues.
As the branding process progressed, Tardy's team began to experiment with different creative directions. They spent countless hours brainstorming ideas, testing concepts, and soliciting feedback from key stakeholders. And yet, despite their best efforts, they couldn't shake the feeling that something was missing. It wasn't until they took a step back and re-examined their approach that they stumbled upon the solution. "We realized that we had been focusing too much on creating individualized experiences for each bar and restaurant," Tardy says. "But what about the experience as a whole? What about the sense of community and connection between all these different spaces?" This epiphany led to a major shift in their strategy, one that would ultimately result in a brand identity that was both surprising and remarkably cohesive.
The New Company's reimagined Durango Casino and Resort is a testament to the power of creative thinking and collaboration. With its six on-site bars and restaurants, each with its own unique character and charm, this luxury resort offers something for everyone. Whether you're looking for a nightcap at the rooftop bar or a romantic dinner at one of our fine dining establishments, Durango Casino and Resort is the perfect destination for your next getaway. And as Jules Tardy and his team at The New Company would say, it's not just about creating an experience – it's about crafting a world that you'll want to come back to again and again.
As guests enter Durango Casino and Resort, they're immediately struck by the sense of excitement and possibility. From the sleek, modern design of our lobby to the vibrant energy of our main event space, every detail has been carefully crafted to create an atmosphere that's both inviting and sophisticated. And yet, despite this focus on grand, show-stopping spaces, The New Company's team knew they had to balance individuality with cohesion if their branding strategy was going to succeed.
"We didn't want any one part of the resort to feel like it was fighting for attention," Tardy explains. "We wanted each bar and restaurant to feel like it was part of a larger whole." This approach involved creating a shared visual language and tone that would tie everything together, as well as developing a consistent experience across all six venues.
For Jules Tardy and his team at The New Company, the process of reimagining Durango Casino and Resort was always about more than just branding. It was about creating an entire world that guests would want to come back to again and again. "We didn't just focus on logos or typography," he says. "We focused on experience design – the way we wanted people to feel when they walked into each bar and restaurant, and how those feelings could be carried throughout the resort."
This approach involved a deep understanding of human psychology and behavior, as well as a willingness to take risks and experiment with new ideas. And it's clear that Tardy and his team have given this subject careful consideration – from their own personal experiences as travelers and entertainers to extensive research on consumer behavior and market trends.
At the heart of The New Company's creative process is a commitment to collaboration and open communication. From the outset, Jules Tardy knew that his team would be working with a wide range of stakeholders – from Durango Casino and Resort's owners and operators to key partners and vendors. "We wanted everyone who was going to touch this project to feel heard and involved," he says.
This approach involved regular team meetings, extensive stakeholder outreach, and a willingness to pivot and adjust as needed. And it paid off – the end result is a branding strategy that's both surprising and remarkably cohesive, with six on-site bars and restaurants that all contribute to a larger whole.
As Durango Casino and Resort continues to evolve and grow, Tardy's team knows they'll face new challenges and opportunities in the years to come. From changes in consumer behavior to shifts in global economic trends, there will be no shortage of ways for this luxury resort to adapt and thrive.
And yet, despite these uncertainties, one thing is clear: The New Company's reimagined Durango Casino and Resort is a game-changer for the world of Las Vegas entertainment. Whether you're looking for a nightcap at the rooftop bar or a romantic dinner at one of our fine dining establishments, this luxury resort offers something for everyone.
When Jules Tardy and his team at The New Company were tasked with rebranding Durango Casino and Resort, they knew they had their work cut out for them. With six on-site bars and restaurants, each with its own unique character and charm, the project presented a daunting challenge – but one that ultimately resulted in a brand identity that's both surprising and remarkably cohesive.
As we look to the future of Las Vegas entertainment, it's clear that The New Company's reimagined Durango Casino and Resort is a model worth emulating. With its commitment to collaboration, open communication, and creative experimentation, this luxury resort offers something for everyone – and sets a new standard for the world of experience design in the process.
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For more information on Durango Casino and Resort or The New Company's rebranding strategy, please visit www.durangocasino.com or www.thenewcompany.co.
