tribal gaming
The Challenge for tribal gaming
Tribal gaming destinations don’t just compete against one another; they’re up against massive commercial enterprises and a consumer mindset that often ranks them below the latter. When we partner with tribes, we not only have to overcome this mentality, but also recognize that each action has a significant impact on every tribal member. Rather than reacting to typical here today, gone tomorrow Wall Street mandates, we answer to centuries of history and culture.
OUR approach
We aim to celebrate tribal history while looking to the future, giving both financial and cultural goals equal weight. Together with key stakeholders, we uncover the DNA of tribal entities to build authentic storylines and create an unbreakable bond between the tribe and gaming brand.
Naming and brand Identity
We render cultural imagery, language and symbolism in strategic ways, building awareness of traditions that are important to the tribe’s history.
Environmental Experiences
We’ve concepted and created immersive presentations that help visitors grasp the connection between the tribe’s history and today’s place, purpose and progress.
Storytelling and Advocacy
In collaboration with tribal gaming associations and leadership, we’ve spearheaded campaigns to build awareness and support. A dedicated internship for tribal members and video storytelling are among these successful programs.
The Results
Over decades-long partnerships, our work has repeatedly resulted in distinctive brands that are intimately and authentically connected with each tribe. The comprehensive brand architecture and positioning we created for the Mohegan Tribe has become inclusive of their impressive portfolio of businesses, community offerings and services. In partnership with the Cowlitz Indian Tribe, we built a unique brand identity system for their ilani Casino Resort that has expanded alongside the property.