Girvin was commissioned to develop a grouping of naming solutions for a number of properties across the Ameristar Casinos portfolio. Girvin consulted on restaurant names and additional amenity offerings - such as their retail and spa brands.
The process used is the same as in any creative development. Creation of strategic outlines and positioning, building the nomenclature brief and defining attributes and expectations. Ideator¨, Girvin's long-running naming team, is comprised of a group of trained, and facilitated, naming talents that explore solutions as a tactically aligned group. Rather than one person exploring naming pathways, there are a multiplicity of resources, with varied areas of expertise, dedicated to these challenges.
Concepts and realized names across the Ameristar properties:
- 47 Port Street
- Falcon Diner
- King Cat Club
- Hi-Vi Arcade
- Great Plains Cattle Co.
- Bourbons
- Timberline Grill
- Waypost Deli
- Merk & Tyler Company
- Bar 8042
- Ara Spa
In addition to developing a name for each brand, Girvin collaborated with Ameristar to create a visual identity package for the amenities.