GOOD LOUD

GOOD LOUD

GOOD LOUD

Top-down basketball court for Cherokee Casinos’ March Mania campaign, with the promotion mark locked to center court. Everything begins in the middle.
Top-down basketball court for Cherokee Casinos’ March Mania campaign, with the promotion mark locked to center court. Everything begins in the middle.
Top-down basketball court for Cherokee Casinos’ March Mania campaign, with the promotion mark locked to center court. Everything begins in the middle.

CHEROKEE CASINOS

CHEROKEE CASINOS

CHEROKEE CASINOS

PRINT, DIGITAL ART DIRECTOR/ DESIGNER

PRINT, DIGITAL ART DIRECTOR/ DESIGNER

PRINT, DIGITAL ART DIRECTOR/ DESIGNER

2019 – 2022

2019 – 2022

2019 – 2022

A Cinco de Mayo promotion wrapped in saturated color, pattern and a custom ornamental frame. Loud by design. Still under control.
A $10,000 casino promotion framed in warm color and seasonal detail. Another offer enters the rotation.

CONTEXT

CONTEXT

CONTEXT

Cherokee Casinos runs a steady stream of one-off promotions across everything from signage and direct mail to digital displays, billboards, apparel and the occasional coaster. Each starts with its own offer, theme and set of required information, then has to survive across a very different mix of formats.

Cherokee Casinos runs a steady stream of one-off promotions across everything from signage and direct mail to digital displays, billboards, apparel and the occasional coaster. Each starts with its own offer, theme and set of required information, then has to survive across a very different mix of formats.

Cherokee Casinos runs a steady stream of one-off promotions across everything from signage and direct mail to digital displays, billboards, apparel and the occasional coaster. Each starts with its own offer, theme and set of required information, then has to survive across a very different mix of formats.

Hiker in a yellow jacket resting on a mossy log in a forest.
A Red Shahan concert promotion with saturated stage color and a separate framed treatment. The other side arrived intact.

CHALLENGE

CHALLENGE

CHALLENGE

Casino promos are built to be loud. Big numbers, bold offers, fixed brand elements and very little room for subtlety. The easy answer is more gold, more sparkle, more casino cheese. The challenge was keeping the energy while avoiding the cliché, often on short timelines and with layouts that had to survive everything from mailers to billboards.
Casino promos are built to be loud. Big numbers, bold offers, fixed brand elements and very little room for subtlety. The easy answer is more gold, more sparkle, more casino cheese. The challenge was keeping the energy while avoiding the cliché, often on short timelines and with layouts that had to survive everything from mailers to billboards.
A $250,000 Holiday Payday promotion presented inside a mechanical-looking conceptual frame. The number does most of the shouting.
A purple VIP invitation built around a Prince-inspired event image and presentation case. Private entry. Public spectacle.
A $50,000 Press Your Luck promotion built around a wood-and-brass game-show frame. Push once. See what comes back.

SOLUTION

SOLUTION

SOLUTION

I treated every promotion as its own visual world instead of another variation of the casino template. The direction could change completely from one brief to the next, but the intent stayed consistent. Find a strong idea, give it character, and make the offer impossible to miss without letting the usual casino clichés take over.
Custom lettering, illustration, hand-drawn details and painted shadows gave each piece its own personality. The compositions were built to flex across horizontal and vertical formats, from direct mail and digital signage to billboards and merchandise. The conceptual frames push that thinking further, imagining how the artwork could become part of the physical casino experience itself.
I treated every promotion as its own visual world instead of another variation of the casino template. The direction could change completely from one brief to the next, but the intent stayed consistent. Find a strong idea, give it character, and make the offer impossible to miss without letting the usual casino clichés take over.
Custom lettering, illustration, hand-drawn details and painted shadows gave each piece its own personality. The compositions were built to flex across horizontal and vertical formats, from direct mail and digital signage to billboards and merchandise. The conceptual frames push that thinking further, imagining how the artwork could become part of the physical casino experience itself.
A compact Cherokee Casinos promotion pushed through a bright yellow palette and its own custom frame. Small format. Separate world.
A second compact promotion built with a colder blue-and-white treatment. Same system. Different room.
A $15,000 promotion presented in a compact metallic frame. The value changes. The frame remembers the rest.
A Bingo Beginning campaign surrounded by color, smoke and a machine-like conceptual frame. New offer. Same starting point.
A soft, retro-styled mark for Cherokee Casinos’ Sweet Treats Mother’s Day promotion. Familiar ingredients, rearranged for another occasion.

01

01

01

SWEET TREATS

SWEET TREATS

SWEET TREATS

A basketball-driven March Mania mark built around oversized type and a center-ball graphic. Everything keeps coming back to the middle.

02

02

02

MARCH MANIA

MARCH MANIA

MARCH MANIA

A badge-style identity for the Rod & Reel gift event, mixing outdoor cues with promotional typography. The line only works when there’s tension.

03

03

03

ROD & REEL

ROD & REEL

ROD & REEL

A hand-lettered concert mark for Mike & The Moonpies. Loose, musical and deliberately less polished than the casino work around it.

04

04

04

THE MOONPIES

THE MOONPIES

THE MOONPIES

A circular concert mark for Crystal Gayle, built with a restrained country-western character. Some signals carry farther than others.

05

05

05

CRYSTAL GAYLE

CRYSTAL GAYLE

CRYSTAL GAYLE

KEEP LOOKING

KEEP LOOKING

KEEP LOOKING

INDEX.REG // LOCAL VIEW
MFI.JR: ONLINE
RECORD 10 / 10
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EXPERIMENTAL DRONE SYNTH

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MATERIALBlends eight sound textures. Turn the dial or tap a material name.
VOICEBalances the voices, from a grounded foundation to brighter upper layers.
0
COUPLINGChanges how the voices interact. Left: sympathetic. Right: tangled.
0
MOTIONSets modulation depth. Left: organic. Right: coherent.
+12
MEMORYLets earlier sound return and evolve. Left: blurred trails. Right: distinct echoes.
0
SPACEPlaces the sound in a room or a larger, lingering atmosphere.
0
BETWEENSets the interval between the voices. With generated PULSE, steers the melody's center.
0
Automation idle
DISPLAY FEEDBACK
DRIFT FIELD
RES: —
FPS: 00
FIELD: 0.00
INPUT: IDLE
AUTO / NONE
−∞
DBFS
MUNKI VOICE UNIT
EXPERIMENTAL DRONE SYNTH

REV X / BUILD 38

MATERIALBlends eight sound textures. Turn the dial or tap a material name.
VOICEBalances the voices, from a grounded foundation to brighter upper layers.
0
COUPLINGChanges how the voices interact. Left: sympathetic. Right: tangled.
0
MOTIONSets modulation depth. Left: organic. Right: coherent.
+12
MEMORYLets earlier sound return and evolve. Left: blurred trails. Right: distinct echoes.
0
SPACEPlaces the sound in a room or a larger, lingering atmosphere.
0
BETWEENSets the interval between the voices. With generated PULSE, steers the melody's center.
0