Awakening, the latest show at Wynn Las Vegas, is an extravagant $100 million spectacle that blends dramatic choreography, state-of-the-art technology, and mythical creatures to transport the audience to a different realm.

The brief was to create a distinctive identity that reflected the show's enchanting and transformative elements. With a creative and production budget of approx. $170,000 AUD and a media budget of $8 million USD, we spent 6 months developing this identity from brief to finished product.

The Wynn Hotel set out to reinvent Vegas entertainment forever…

By creating a genre-defining, never-before-seen, $100m spectacular to bring the magic back to Las Vegas.

We took elements of this incredible show, and distilled it down to a logo that instantly captured the feeling of ‘Awakening'.

The design team started with hand-drawn lettering to produce a custom font that captured the avant-garde costumes' fluidity and movement. Next, they incorporated 3D elements to convey a sense of grandeur and depth, drawing inspiration from the set pieces' iridescent metals, dichroic glass, and gold. Finally, a custom algorithm was developed to add real-world iridescence to the gold base texture, making the logo appear as though it was shimmering on stage.

The Awakening logomark was featured nationwide on some of the most prominent DOOH Supersites across America. For merchandise, the logo was further distilled into an iconic gold ‘A’ monogram.

This identity was targeted at a broad audience across America, in an effort to boost tourism to Las Vegas and stimulate the live entertainment industry.