MGM
From Gaming Giant to Global Entertainment Destination
In 2009, MGM-Mirage stood at a crossroads. Despite their legendary status in Las Vegas, they recognized that the future of hospitality extended far beyond the gaming floor. With 60,000 employees and 30 properties worldwide, they needed to reposition themselves for a new era of travel and entertainment. Their challenge was multifaceted: appeal to a broader audience of non-gaming travelers, energize their massive workforce, and create a foundation for global expansion from Detroit to Abu Dhabi. They needed more than a rebrand—they needed a complete reimagining of what a modern entertainment company could be.
Beginning in 2006, we embarked on a long-term partnership with MGM to transform their brand portfolio. The journey began with renaming MGM-Mirage to MGM Resorts International—a name that opened doors to global markets while maintaining their storied legacy. But this was just the start. We created Aria Resort & Casino, a name that captured the artistry of modern luxury. We developed MLife, a rewards program designed to connect with a new generation of travelers. Our work extended to pioneering concepts like Wet Republic, an outdoor nightclub that redefined Las Vegas entertainment, and Park MGM, which brought a fresh perspective to the Strip. Each new brand and concept was carefully crafted to appeal to different audiences while maintaining a coherent family of experiences under the MGM umbrella.
The transformation has reshaped not just MGM, but the very notion of what a hospitality brand can be. From the sophisticated urban energy of Park MGM to the timeless luxury of Bellagio, from Las Vegas to international destinations, MGM Resorts International now offers a spectrum of experiences that transcend traditional gaming. Their portfolio speaks to a new generation of travelers seeking authentic, diverse experiences. The company has successfully expanded both geographically and conceptually, with properties that range from urban entertainment destinations to luxury resorts. Through strategic brand architecture and thoughtful positioning, MGM has evolved from a casino operator to a global leader in entertainment and hospitality, setting new standards for what guests can expect from a modern resort experience.
