Electric Playhouse
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Electric Playhouse
Albuquerque, New Mexico
Las Vegas, Nevada
2022 - 2024 -
Art Director
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Branding & Identity
Visual Language
Social Media Marketing & Design
Animation & Motion Graphics
Project Coordination
Interactive Games
Interactive Fine Dinning
Corporate Events
Print & Digital Design
An interactive space allows guests to interact without controllers or headsets, setting the stage for future interactive gaming and experiential adventures.
A fresh coat of fun.
Reworking the brand from the ground up, a split-tone dated logo with muted teal and yellows made the brand feel outdated and stale, especially given the brand suffered the immediate effects of the COVID-19 pandemic and stay-at-home orders weeks after opening in 2020.
Just my type.
Additionally, Electric Playhouse needed a strong energetic typeface to match the environment and interactivity of the place. Stratos Bold Italic gave it the structure it needed along with speed of motion on kilt of an italic face,
A visual language plays a hard game.
At Electric Playhouse, part of the experience involves a collection of interactive and immersive games, all controlled by motion sensors and projection-mapped visuals—no controllers required.
However, the games lacked visual cohesion from a branding perspective. Some were only partially branded, while others had no branding at all aside from the game title. My role involved revamping these brands, creating a uniform style that aligns with the overall brand identity, ensuring a more seamless and recognizable experience."
A better player experience.
Part of my role as an Art Director was collaborating with our creative technologists and developers on creating a more custom user experience by adding controls to kiosks mounted in each interactive space to allow guests to choose what games or visuals they would like to play in the room. Additionally, this allowed guest to browse the extent of our library of content, and also paved the way to do some R&D testing for user score based tracking for future longevity.
Future proofing; SCORE!
As the natural progression of discovery at the playhouse dawned, EP sought to add additional layers of gaming familiarity to the population. By adding customizable pre-generated user names and wristband score tracking with RFID, visitors would be able to add healthy competition to the mix and gain cool prizes for future visits or in-store purchases. Leading the way for a truly customizable experience with teams, user tracking, point-value system, and a large than life scoreboard to reap the gloating benefits of the top most competitive players.
Double the fun.
An exciting opportunity arose to expand Electric Playhouse beyond its flagship location in Albuquerque, New Mexico, into the vibrant and dynamic setting of Caesar’s Palace at the Forum Shops in Las Vegas, Nevada.
This expansion presented a host of usability and logistical challenges for our web presence. We needed to incorporate a variety of features, such as detailed floor plans for corporate and private party rentals, information on unique dining offerings, ticketing platforms, hospitality resources, and operational data.
To meet these needs, we transitioned from WordPress to a fully custom-built front-end and content management system on Webflow. This move provided us with greater customization and rapid deployment, allowing us to quickly launch the two locations while setting a solid foundation for future expansions.
A host of many offerings.
A key feature of Electric Playhouse’s dynamic content rotation was its immersive, holiday-themed, and collaborative fine dining experiences. These events offered guests a chance to enjoy interactive elements alongside a carefully curated multi-course meal, each themed to enhance the culinary journey.
My role involved providing art direction throughout various stages, from conceptual development to the final experience. This included designing dinner menus, visual marketing assets, animations, ticket promotions, audio tracks, and environmental graphics, all crafted to complement the immersive atmosphere of the dinners.
