Caesars Entertainment's Monthly Direct Mail

In the summer of 2019, the creative director at Caesars entertainment tasked myself and five other designers to completely rethink the way the company sends out its largest direct mail campaign. We needed to not only redesign the templates we were using at the time, but based on markets and properties current needs and preferences, we were tasked to develop a new way to engage and promote their offerings to guests. Midway into the first phase of the project, the other five designers had been removed from this project, leaving myself as the sole designer. As the project has continued to this day in developing additional templates as our company needs have evolved, and we have acquired new brands, I remain as the lead designer, managing an additional team to execute these requests.

Initial Concepting and wireframes

Early on I realized the need to simplify the branding we were using prior, and go for an editorial inspiration. Magazines are not only beautiful, but are able to combine multiple brands and styles without feeling overwhelming or chaotic. Our prior mailers would have up to four brands on a single spread, and felt visually cluttered, so I explored simplifying.

Proof of concept

After the initial concepts were presented and discussed, I moved on to proving these designs were not only functional, but practical. The designs had to have the ability to not only market what our properties and markets needed, we needed to be able to cohesively do it across our many brands, and any future brands.

Where we are now

This task took several years, countless hours and files, and was reviewed under multiple CEOs and CMOs, Creative Directors, and clients. Today this is the longest running job in our studio as business needs constantly change, and the acquisition of Caesars Entertainment has brought on new brands and management. Every template we use as a company has been built across 22 brands, totaling to over 3,000 templates for use by production designers to meet our properties needs.