M+P was tasked with conducting research, naming, branding and visualizing 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, offering a nightlife experience that compliments the property’s modern luxury aesthetic. 

Our brand campaign concept was to create visuals that position JEWEL apart from the standard nightclub advertising. Fashion inspired imagery set within a fragmented 2-dimensional graphics treatment allowed for versatility when used in a variety of advertising applications.

A jewel is small, but carries enormous value.

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Photography by Todd Vitti