A visionary experience of refined city living. In a city of quintessential copycats, MGM set out to create a true original. With a vision and a depth of talent and resources unmatched by any other developer of destination resorts, MGM’s $8 billion CityCenter project literally reshaped the Las Vegas skyline. In doing so, it created a new international destination for entertainment, dining, nightlife, retail, art and design. And as one of the great urban places of the world, it presented the first opportunity to experience 21st century living right on the Las Vegas strip.

Rewriting the rules. Defying convention. Leading a seasoned, multi-disciplinary team of creative professionals, the scope of this project covered delivery of the following: brand strategy, naming of residential properties, user experience design, environmental and graphic design, video concepting and script development, sales collateral, comprehensive brand and voice guidelines and training.

It has been widely acknowledged that through our partner ship with the MGM Residential Sales team, a new benchmark for the world’s greatest luxury sales experiences has been set. “Russell led the development of strategic platforms, identities, naming and communications that proved highly effective in supporting the residential sales efforts.