LFG Lights Fun Games — Adam Burney — Art Direction & Design

LFG — Lights. Fun. Games.

Brand Identity, Campaign Support

LFG (Lights. Fun. Games.) is a campaign developed to re-energize the casino experience and capture market share during a competitive shift — specifically as MGM exited the Cleveland market.

The campaign positioned JACK as a high-energy, go-to destination for entertainment through bold visuals and immersive on-property experiences.

I designed the core LFG identity and contributed to the campaign’s visual direction and execution across digital, environmental, and promotional applications.

Developed in collaboration with an external creative partner, with internal execution and rollout led by the in-house team.

Brand Identity

The LFG identity was built to feel bold, immediate, and highly legible within a fast-paced environment. It needed to stand out in a competitive landscape while remaining flexible across multiple touchpoints.

The system was designed to scale from digital screens to large-format environmental graphics, maintaining a consistent and recognizable presence throughout the guest experience.

Campaign + Execution

Working within a collaborative creative team, I contributed to the visual direction of the campaign, including photography and overall tone. The goal was to capture authentic, high-energy moments that reflect the real atmosphere of the casino environment.

I also participated in production, including on-camera involvement during commercial development, helping bridge concept through execution.

Environmental Applications

The identity extended into on-property applications including wraps, signage, and promotional assets. These executions were designed to integrate into the space while amplifying visibility, energy, and overall guest engagement.