Challenge

Perched atop The Pier at Caesars in Atlantic City, One Atlantic is a full-service social event space with a dramatic ocean view. Owner/developers Sheldon Gordon and the Icon Group needed an overarching brand as well as identities for three separate subdivisions. An important part of the challenge was to encourage a more chic perception of Atlantic City, reinventing it to attract a more sophisticated demographic.

Action

Given the client’s primary target audience of women and events planners, we developed an identity with a sense of modern elegance and an airy buoyancy that conveys a spirit of celebration. The extensive visual system included a master brand and three sub-brands, a soft color palette and a custom typeface. Each division—Catering, Events and Weddings—has a unique mark, creating a cohesive family of logos that allow the client both flexibility and the opportunity for expansion. The custom typeface, designed by Darden Studio (and now for sale at their webshop as "Dapifer"), helps to carry the celebratory mood across all printed pieces, as well as the website, an essential business tool for the client.

Results

The brochure and website Mucca created have been extremely effective tools for the client’s sales team. Upon opening, the space was already fully-booked for the year.

Recognition