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BRANDING + SOCIAL STRATEGY + CREATIVE

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The Cosmopolitan Brand

The Cosmopolitan of Las Vegas is a brand built on mystery, mischief, and a wink of humor. Since it opened in 2010 it’s been known for its seductively offbeat advertising promoting it’s ethos Just the Right Amount of Wrong.

When we became lead agency for the resort there was a need to define what the brand stood for and where we wanted to take it. As a result, our team developed a comprehensive brandbook that articulates The Cosmopolitan’s unique mission, tone, voice, visuals, as well as a strategy for how the brand shows up in the social space. Our work evolved The Cosmoplitan for a whole new era.

Below are excerpts from the final brand book as well as some creative.

Role

Creative Director

Executive Creative Director

Matt Marcus

Design

Mike Wilgus

Copy

Tina Morgan
Dominique Curtis

Social Strategy

Daniela Vieira

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THE MANIFESTO

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THE VOICE

THE VISUAL STYLE

THE SOCIAL STRATEGY

DIGITAL AND SOCIAL ADS

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VIBE VIDEOS

"RULES OF THE HOUSE"

"MISCHIEF AHEAD"

"ALWAYS TALK TO STRANGERS"

SPOTIFY RADIO AD

"SOUNDS LIKE TROUBLE"