As one of the first components in the casino’s rebranding, landing the right mix of rugged, active, outdoor adventure lifestyle, with luxury accommodations, gaming, and unique entertainment amenities was critical.

The choices made in photography, graphics, video, and motion design pieces really aimed to feel appropriate to both sides of the brand wether that is with intermixing videos of outdoor activities with various amenities, as provided by the home page hero video, or by directly combining both worlds into a singular element with the “Play” page header motion design piece.

Primary objectives:

• Lead the rebrand transition to “Outdoor Adventure Basecamp”
• Visually stand well apart from any competitor’s web experience
• Improve user engagement through clear navigation and CTA’s
• Ensure a responsive browsing experience, regardless of platform

Working with the Director of Marketing, we provided a set of wireframes, and examples of a few sites that we drew some functionality inspiration from, to our outside developer. They constructed the underlying templates and overall base structure of the site within Wordpress, on to which, I would then populate the site with our extensive suite of amenities and features.

While the property itself has a luxury Las-Vegas feel, with premium materials and cutting-edge games, the overall attitude is much more casual and approachable to the local, rural demographic. The voice of the copy reflects this attitude, with a relaxed and casual tone, venturing into light comedy and even occasional pop culture references.

Key challenges to address:

• Implementing revisions based on user and/or team member feedback
• Maintaining significant monthly content turnover
• Ensuring appropriate performance as the site grew
• Incorporating new features, expanding the project scope incrementally
• Accommodating sometimes contradictory revision requests

The initial layout of the home page featured numerous video elements that unfortunately resulted in poor performance, despite aggressive compression steps. By reducing the number of video elements, and then adjusting how the page graphics displayed below the fold, performance was significantly improved.

Another feature of the site that was added post-launch was the fuel price widget. The previous site featured a similar display. I put together a mockup for our developer, and they turned out a footer widget, as well as the necessary Wordpress Dashboard tool. I was then able to provide appropriate user login credentials to the team members responsible for posting the fuel pricing–I also provided training and documentation on how to use this tool.

Working with the Director of Marketing, we provided a set of wireframes, and examples of a few sites that we drew some functionality inspiration from, to our outside developer. They constructed the underlying templates and overall base structure of the site within Wordpress, on to which, I would then populate the site with our extensive suite of amenities and features.

• Build out all necessary pages with the exception of the Player Portal – this was handled by out internal IT team, with whom I closely collaborated with to ensure a consistent user experience throughout
• Writing site page copy for each amenity and feature
• Producing/selecting photos and images
• Sourcing, editing, and implementing video content
• Creating motion graphics within Slider Revolution
• Structuring email forms and ensuring proper configuration

The plugin Slider Revolution is leveraged extensively to provide a smoothly scaling, responsive visual for critical elements, including video, motion graphics, and embedded short-form video content, hosted on Vimeo for improved performance.

The initial homepage design included numerous video elements, which unfortunately caused performance issues despite aggressive compression. Performance significantly improved after reducing the number of videos and optimizing how graphics loaded below the fold.

As the site grew post-launch, I collaborated with IT to monitor performance and optimize site speed. I also managed the suite of WordPress plugins to ensure an efficient backend workflow.

A notable post-launch feature was the fuel price widget. The previous site had included a version of this, so I created a mockup for our developer. They delivered both a functional footer widget and a custom WordPress dashboard tool. I provided login credentials to the appropriate team members, along with training and documentation to support their ongoing use of the tool.

The Player Portal exists outside the WordPress ecosystem and is maintained by the IT department. I worked closely with both IT and our developer to maintain a seamless user experience across both properties.

As project lead, I ensured alignment with all major stakeholders, including:

• Director of Gaming (Slots, Table Games, Sportsbook)
• Director of Hospitality (F&B, Hotel, Group Sales, Strikerz Bowling, Sports)
• Director of Marketing (Marketing and Player Development)
• Director of Security
• Director of Human Resources
• Compliance Department
• Various managers and supervisors across departments

I also initiated and managed the project with our developer—obtaining cost estimates, securing internal approvals, and coordinating with Purchasing on payment logistics.

As one of the first components in the casino’s rebranding, landing the right mix of rugged, active, outdoor adventure lifestyle, with luxury accommodations, gaming, and unique entertainment amenities was critical.

The choices made in photography, graphics, video, and motion design pieces really aimed to feel appropriate to both sides of the brand wether that is with intermixing videos of outdoor activities with various amenities, as provided by the home page hero video, or by directly combining both worlds into a singular element with the “Play” page header motion design piece.

Primary objectives:

• Lead the rebrand transition to “Outdoor Adventure Basecamp”
• Visually stand well apart from any competitor’s web experience
• Improve user engagement through clear navigation and CTA’s
• Ensure a responsive browsing experience, regardless of platform

Working with the Director of Marketing, we provided a set of wireframes, and examples of a few sites that we drew some functionality inspiration from, to our outside developer. They constructed the underlying templates and overall base structure of the site within Wordpress, on to which, I would then populate the site with our extensive suite of amenities and features.

While the property itself has a luxury Las-Vegas feel, with premium materials and cutting-edge games, the overall attitude is much more casual and approachable to the local, rural demographic. The voice of the copy reflects this attitude, with a relaxed and casual tone, venturing into light comedy and even occasional pop culture references.

Key challenges to address:

• Implementing revisions based on user and/or team member feedback
• Maintaining significant monthly content turnover
• Ensuring appropriate performance as the site grew
• Incorporating new features, expanding the project scope incrementally
• Accommodating sometimes contradictory revision requests

The initial layout of the home page featured numerous video elements that unfortunately resulted in poor performance, despite aggressive compression steps. By reducing the number of video elements, and then adjusting how the page graphics displayed below the fold, performance was significantly improved.

Another feature of the site that was added post-launch was the fuel price widget. The previous site featured a similar display. I put together a mockup for our developer, and they turned out a footer widget, as well as the necessary Wordpress Dashboard tool. I was then able to provide appropriate user login credentials to the team members responsible for posting the fuel pricing–I also provided training and documentation on how to use this tool.

Working with the Director of Marketing, we provided a set of wireframes, and examples of a few sites that we drew some functionality inspiration from, to our outside developer. They constructed the underlying templates and overall base structure of the site within Wordpress, on to which, I would then populate the site with our extensive suite of amenities and features.

• Build out all necessary pages with the exception of the Player Portal – this was handled by out internal IT team, with whom I closely collaborated with to ensure a consistent user experience throughout
• Writing site page copy for each amenity and feature
• Producing/selecting photos and images
• Sourcing, editing, and implementing video content
• Creating motion graphics within Slider Revolution
• Structuring email forms and ensuring proper configuration

The plugin Slider Revolution is leveraged extensively to provide a smoothly scaling, responsive visual for critical elements, including video, motion graphics, and embedded short-form video content, hosted on Vimeo for improved performance.

The initial homepage design included numerous video elements, which unfortunately caused performance issues despite aggressive compression. Performance significantly improved after reducing the number of videos and optimizing how graphics loaded below the fold.

As the site grew post-launch, I collaborated with IT to monitor performance and optimize site speed. I also managed the suite of WordPress plugins to ensure an efficient backend workflow.

A notable post-launch feature was the fuel price widget. The previous site had included a version of this, so I created a mockup for our developer. They delivered both a functional footer widget and a custom WordPress dashboard tool. I provided login credentials to the appropriate team members, along with training and documentation to support their ongoing use of the tool.

The Player Portal exists outside the WordPress ecosystem and is maintained by the IT department. I worked closely with both IT and our developer to maintain a seamless user experience across both properties.

As project lead, I ensured alignment with all major stakeholders, including:

• Director of Gaming (Slots, Table Games, Sportsbook)
• Director of Hospitality (F&B, Hotel, Group Sales, Strikerz Bowling, Sports)
• Director of Marketing (Marketing and Player Development)
• Director of Security
• Director of Human Resources
• Compliance Department
• Various managers and supervisors across departments

I also initiated and managed the project with our developer—obtaining cost estimates, securing internal approvals, and coordinating with Purchasing on payment logistics.

As one of the first initiatives in the casino’s rebranding effort, striking the right balance between rugged, active outdoor adventure and luxury accommodations, gaming, and entertainment amenities was critical.

Choices in photography, graphic design, video, and motion content were carefully made to serve both aspects of the brand. For example, the homepage hero video intermixes outdoor activity footage with shots of resort amenities, while the “Play” page header integrates both worlds into a single motion graphic experience.

Primary objectives:

• Lead the rebrand transition to “Outdoor Adventure Basecamp”
• Visually differentiate from any competitor’s web experience
• Improve user engagement through clear navigation and CTAs
• Ensure responsive design across all platforms

While the property features a Las Vegas–style atmosphere—complete with premium materials and cutting-edge games—it maintains a casual, approachable tone that resonates with the local rural demographic. The copy voice reflects this attitude: relaxed, lightly humorous, and occasionally referencing pop culture.

Key challenges:

• Implementing revisions based on user and stakeholder feedback
• Maintaining a high rate of monthly content updates
• Sustaining performance as the site expanded
• Incorporating new features without disrupting flow or scope
• Balancing sometimes contradictory revision requests

Working with the Director of Marketing, we provided a set of wireframes, and examples of a few sites that we drew some functionality inspiration from, to our outside developer. They constructed the underlying templates and overall base structure of the site within Wordpress, on to which, I would then populate the site with our extensive suite of amenities and features.

• Build out all necessary pages with the exception of the Player Portal – this was handled by out internal IT team, with whom I closely collaborated with to ensure a consistent user experience throughout
• Writing site page copy for each amenity and feature
• Producing/selecting photos and images
• Sourcing, editing, and implementing video content
• Creating motion graphics within Slider Revolution
• Structuring email forms and ensuring proper configuration

The plugin Slider Revolution is leveraged extensively to provide a smoothly scaling, responsive visual for critical elements, including video, motion graphics, and embedded short-form video content, hosted on Vimeo for improved performance.

The initial homepage design included numerous video elements, which unfortunately caused performance issues despite aggressive compression. Performance significantly improved after reducing the number of videos and optimizing how graphics loaded below the fold.

As the site grew post-launch, I collaborated with IT to monitor performance and optimize site speed. I also managed the suite of WordPress plugins to ensure an efficient backend workflow.

A notable post-launch feature was the fuel price widget. The previous site had included a version of this, so I created a mockup for our developer. They delivered both a functional footer widget and a custom WordPress dashboard tool. I provided login credentials to the appropriate team members, along with training and documentation to support their ongoing use of the tool.

The Player Portal exists outside the WordPress ecosystem and is maintained by the IT department. I worked closely with both IT and our developer to maintain a seamless user experience across both properties.