MGM CityCenter
Objective
As a collaboration with Grey Interactive, we entered the design process with an approved homepage design and a vague concept about the tone of the interior, content sections of the site. The goal was to create a cohesive atmosphere for a new MGM residential and resort complex in Las Vegas called CityCenter, which would incorporate 4 distinctive hotels and residences, each appealing to their own unique demographic.
Approach
PERSONE collaborated with another designer and set of creative leads for the design process. Motion guidelines were also presented for section transitions and special effects as the site was to be produced in Flash; minimal Flash transitions were also implemented.
With the homepage designed and approved already, we started with some direction and a palette of colors and visual styles, but we also had a great deal of flexibility to play with shapes and treat the architectural photography with great deal of playfulness. This process gave us active and animated concepts for the whole site.
The page designs represented everything from the community to a map of the nearby Las Vegas Strip. We also designed pages for each distinctive residence in the CityCenter, catering to specific marketing demographics and portraying their own particular ambiance and environment. Animated photography complemented the geometric abstractions and architectural details.
PERSONE also developed several custom audio selections for use as potential introduction or site background loops. These directly related to the atmosphere and mood represented by the various residences.
Summary
Within a tight timeline, PERSONE collaborated greatly to the re-design of this MGM CityCenter web site. We integrated on-site with other team members and contributed design, Flash animation and branding expertise for this developing project, while supporting an ongoing site build.