Reimagining Las Vegas with San Francisco-based design studio, The New Company

When tasked with branding a new luxury resort in Las Vegas, you might imagine a simple formula: flashy visuals, bold logos, and a dash of glamour. But for Jules Tardy and his team at The New Company, the project for Durango Casino & Resort was far from ordinary. “This wasn’t just about creating a brand… it was about building an entire world,” says Jules, creative director and partner at The New Company. “We had to craft a whole ecosystem of identities, each one distinct yet unified, all working together to bring Durango to life.”

The New Company, a design and marketing agency based in San Francisco and Los Angeles, is known for its sharp, strategic visual solutions across industries. But Durango was something different. Not only did the team design the resort’s overarching identity, but they also developed unique branding for six bars and restaurants within the property. “Every brand and venue had to stand on its own, with its own personality, but also feel like part of a cohesive whole,” Jules explains. This monumental task meant nearly everyone at The New Company had a hand in shaping the final vision.

The project kicked off with a deep dive into the latest hospitality trends, ensuring Durango’s brand would be a standout in the fiercely competitive Las Vegas market. “We immersed ourselves in the world of luxury and lifestyle, identifying the visual and verbal cues that would make Durango distinctive,” Jules recalls. The goal was to strike the perfect balance between sophistication and accessibility: a brand that felt luxurious yet warmly inviting. “We wanted the brand to be elevated but still approachable, something that resonates with both locals and visitors.”

The result? A brand identity that feels both polished and inviting, seamlessly blending elegance with a touch of laid-back charm. The New Company worked in close partnership with Durango and Station Casinos, ensuring every visual element (from the signage and motion graphics to the design of poker chips and menus) was aligned with their strategic vision. “Every detail was considered, every touchpoint was connected to the brand’s DNA,” says Jules.

One of the most exhilarating aspects of the project was designing the identities for the diverse venues within Durango. From the playful, vibrant ‘Eat Your Heart Out’ Hall of Foods to the sophisticated, rich ambiance of Nicco’s Steakhouse, each venue was crafted with its own narrative, yet all flowed together in harmony. “We wanted every space to have its own voice, its own story, but still feel like it belonged to the Durango family,” Jules notes.

Now, with the project complete, seeing Durango come to life in all its glory has been a highlight for The New Company team. “Experiencing the full scope of the work in person, it’s unlike anything else we’ve done,” Jules reflects. “The collaboration with Station Casinos and Durango was truly special, and the result is a fresh, bold vision for hospitality and gaming in Las Vegas.”

Through their innovative approach and meticulous attention to detail, The New Company has crafted a brand experience for Durango Casino & Resort that is as cohesive as it is characterful – proof that great design can indeed build a whole new world.