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Eldorado, one of Reno's premier resorts needed a complete brand overhaul to compete with the up-and-coming Indian gaming competition. After a ton of research with both clients and staff we determined that Eldorado's unique selling proposition was that the staff and the owners genuinely care about their clients and customers. This research led to this campaign, "It's what's inside". The heart image was used throughout the visual style to reinforce this concept.