Reinforcing global competition while celebrating regional connection.
Established in 1983, The Commerce Casino & Hotel is LA’s top casino and the world’s largest card room. The Commerce needed to evolve their identity, online presence, and physical expressions—developing an engaging, resonant brand voice and face in an increasingly competitive local market. But they needed it to be authentic and believable; not just the 007 tropes often associated with casinos. The statues of dudes in chariots in the lobby needed to go. We aimed for a premium, refined experience that didn’t lose the inherent edge and legendary grit that makes Commerce Casino & Hotel “The Commerce.”
As AOR, my team at DK redesigned the brand from the ground up, establishing a comprehensive messaging architecture and a brand book to guide employees and stakeholders through the key pillars of the new identity. This 360º endeavor included a robust website, a full-featured iOS app, and a visual style defined by a new logo system, color palette, and evocative venue and services photography.
Central to the relaunch was the new tagline: “Where the game reigns.” Full stop. It’s a dual-purpose phrase that positions their world-class poker and table games as the supreme focus while offering a subtle, playful nod to “making it rain.”
The project was developed hand-in-hand with physical renovations to the casino, ensuring the new theme was imbued in every detail. From physical and digital signage and interior color palettes to photographic treatment and typography, we worked to align the brand’s advertising and marketing communications with its physical evolution.
We also leaned into the casino’s rich cultural diversity and the vibrant community found on the floor. By embracing everything from Lunar New Year and the casino’s Armenian-American heritage to the many different flavors of professional poker players who frequent the tables, we reinforced a love for Los Angeles and the hardworking people who keep the casino running. The result is a brand that respects the competitive nature of the game while celebrating the deep connections—between the players, the staff, and the city—that make it home.
The extensive new presence spans OOH, radio, video pre-roll, and retooled social channels—and of course, the napkins. More than just a cosmetic fix, this years-long endeavor reimagined The Commerce for the next generation, aligning high-level strategy with every physical touchpoint. From the digital experience to the pulse of the casino floor, it was a truly 360º effort to ensure the brand remains as timeless as the game itself.
