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MGM Resorts International


In 2009, in the midst of the great recession, and having emerged from near bankruptcy, MGM-Mirage was seeking to rebrand to better appeal to consumers and re-energize its 60,000 employees. MGM wanted to create a clearer brand position, a new brand name, and a stronger go-to-market brand strategy for its portfolio of 30 properties. Its goal was to create new ways to entice visitors to Las Vegas – particularly non-gaming travelers. MGM also wanted to build a better, more inclusive rewards program and expand its brand in the US (MGM Detroit, MGM National Harbor) and in China and the Middle East.


  • Brand naming: MGM-Resorts
  • Brand research, strategy, architecture & positioning: MGM-Resorts
  • Brand research, strategy, architecture & positioning: MLife
  • Brand strategy, architecture, & naming: Mirala, Abu Dhabi
  • Brand naming: Aria Resort & Casino
  • Brand strategy, positioning and naming: Wet Republic outdoor nightclub
  • Brand strategy & naming: MX Hotels
  • Brand strategy & naming: Park MGM
  • Brand strategy: Bellagio brand extension


From 2009 to 2018 MGM’s revenues grew from $6B to $12.9B.  Over the same period, Its stock price went from $3 to $32.

Forbes Magazine award: America’s Best Large Employer #18 (out of 500)


  • B2C
  • Brand Strategy
  • Brand Naming

New York, NY

Miami, FL

Denver, CO

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