M+P was challenged with conducting research, naming, branding and visualizing for a new nightlife offering by the Hakkasan Group in the ARIA Resort & Casino, Las Vegas. The result was JEWEL Nightclub. The crown of the ARIA Resort & Casino, offering a nightlife experience that compliments the property’s modern luxury aesthetic. 

M+P created the brand logo, an extensive brand guide and three advertising campaigns; a brand campaign, an artist/performer campaign, and an industry night campaign. Each maintains the modern aesthetic set forth by our branding that raised the bar for nightlife advertising in Las Vegas.

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Photography by Todd Vitti