When MGM Resorts International asked for help developing the brand of their all-new interactive gaming lounge of the future, all we were given was the name of the venue – Level Up. Our mission was to develop a logo, tagline and brand within the extremely short time-frame of just two months.

The New Face in Entertainment

Changing the way Las Vegas views lounge entertainment, Level Up presents a new era in interactive, skill-based fun. Located between Hakkasan Nightclub and the MGM Grand Race and Sports Book, the tech savvy, adult playground features pay-to-play offerings in a social atmosphere, designed to not only attract the next generation of players, but existing players seeking innovation.

The Level Up logo features the letters “L” and the symbol “^” which clearly stand for “Level Up”. But these symbols were then placed inside a square container which forms an abstract digital face to represent the social aspects of the space. And just as Level Up is the first venue of it’s kind, the square, simple shape of the face is intended to be a throwback to the 8-bit characters from the very first video games.

Lifestyle Photography

We wanted to showcase groups of friends having fun in Level Up, interacting with each other and the games in the space. We also wanted these images to feel genuine and candid, and avoid imagery that looks overly posed or fake.


Since Level Up is a young, fun, interactive and inviting space, we wanted the tone of the advertising to be the same – never too serious or formal. We also wanted to invite people to come have a good time, and tell them exactly what they would get when coming to Level Up – DRINK. PLAY. WIN.