Challenge
To develop a universal identity, look and feel for the Crown masterbrand, while simultaneously establishing a brand architecture for the Hotel, Gaming and Entertainment Precincts.

Creative Strategy

To integrate the brand identity throughout Crown's communications, environmental spaces and promotional activities;

with separate identities for a variety of hotel, restaurant and retail operations.

Creative Idea
Entertaining the customer at every level.

The ROI
The iconic brand that expresses the values of Crown's business at every customer touch point is now a highly valuable business asset.