With a $300 million expansion in the works, and a brand identity that was feeling its age, Pechanga Resort & Casino was in need of a refresh. They were feeling the pressure from copycat competitors to raise the bar and maintain their status as the industry leader for Southern California. Although business was strong, their current guest base was aging and they realized they would need to broaden their appeal and reach in order to ensure future success. They explored several agencies with strong hospitality and gaming backgrounds, but saw this next chapter as an opportunity to redefine themselves. Keeping in line with the innovative spirit that drives their organization, they choose a Los Angeles based branding agency who’s legacy and focus is entertainment. Produced at Troika.