Creative direction and design for the rebrand of the iconic Sahara Las Vegas. As part of a 150 million dollar renovation, the Meruelo Group tasked us with reimagining the golden age of Vegas. The brand assignment included developing a brand platform, naming, logo and logo system, corporate identity, marketing and property collateral, as well as digital assets. Inspired by desert themes, we created a sophisticated visual identity that pays homage to the past, while positioning the Sahara for the future. Credit to Boris Vargas at Volkhouse for the logo icon. Produced at Fugitives.