Building a cohesive brand across multiple destinations
Designing for one of New York’s largest gaming brands
Seneca Gaming Corporation owns and operates three of the largest casinos in New York State, each with its own ecosystem of hotels, spas, restaurants, bars, golf courses, and entertainment venues.
I began as a Marketing Intern in 2018, returned full-time in 2019, and by 2020, became the sole in-house designer responsible for creative across all Seneca Gaming properties.
I partnered daily with stakeholders to deliver consistent, high-impact design for billboards, digital ads, menus, signage, web graphics, social media, and more, building a recognizable and cohesive brand presence across dozens of sub-brands.
Role
In-House Graphic Designer
Year
2018 – 2022
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A high-energy destination near Niagara Falls, offering upscale amenities and a vibrant entertainment scene.
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A modern, urban gaming experience in the heart of Buffalo, designed for convenience and excitement in a city setting.
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A relaxed, scenic getaway nestled in the mountains, combining luxury gaming with a laid-back resort atmosphere.
Case study 1
iPlaySeneca app rebrand
As part of a major push into digital, I led the rebrand of Seneca’s virtual gaming platform, iPlaySeneca. This included:
Designing a new logo and full visual identity
Developing launch campaigns across billboard, print, TV, and digital channels
Creating a consistent experience that tied the app to the core Seneca brand
Since its Spring 2021 relaunch, iPlaySeneca has generated hundreds of thousands of downloads on the App Store and Google Play, with thousands of users each day. Visit iplayseneca.com to see more.
Tools & Skills
Art Direction, Logo Design, Promotional Design, Adobe Illustrator, Adobe Photoshop
Case study 2
Property-wide promotions
Designing from concept to campaign
Every major promotion at Seneca started with just a name and it was my job to bring it to life. My process included:
Designing custom promo logos and themed visuals
Extending the campaign across web, social media, signage, table tents, banners, and digital displays
Maintaining consistency across three casino properties while giving each promotion an individual bold, engaging look
These campaigns allowed me to explore playful, energetic aesthetics while working within a scalable brand system.
Tools & Skills
Logo Design, Campaign Design, Print & Digital Collateral
Case study 3
Social Club by Seneca
Elevating the player experience
The Social Club by Seneca loyalty program catered to the brand’s most engaged players. For this, I handled:
Creative direction and design for monthly mailers and postcards
Digital and print signage promoting member benefits
Premium visual style that reflected exclusivity and sophistication
Tools & Skills
Art Direction, Print Design, Digital Design, Production Prep
Case study 4
Driving brand consistency
Beyond large-scale campaigns, I managed the steady flow of creative needs that kept Seneca’s properties looking cohesive and on-brand. This work touched every aspect of the guest experience and included:
Advertising & Awareness: Outdoor billboards, digital display ads, and promotional posters
Guest-Facing Materials: Restaurant menus, event flyers, loyalty program brochures, and in-room collateral
Digital & Social Media: Homepage sliders, email graphics, and social campaigns for seasonal events
On-Property Experience: Wayfinding signage, wall graphics, and branded décor to enhance the casino environment
Special Initiatives: High-volume creative support for new openings, seasonal events, and entertainment acts
Handling these diverse deliverables across three distinct properties required a balance of speed, precision, and creative versatility.
