Consumer luxury hotel brand name –

Our most interesting luxury brand naming job began on a Sunday when we retrieved a voice mail from Steve Wynn. Two days later we spent ten hours in the penthouse of the Desert Inn with him – our longest kickoff meeting to date.

True to his famous reputation for attention to detail, Steve Wynn had called us in two years in advance of the resort's opening, so there was ample time to work through all of the possibilities and get it right.

During the initial meeting, an agent of Sotheby's had arrived with a multitude of iconic paintings in tow, prompting talk of naming a hotel that was to be a timeless work of art after an existing timeless work of art.

The new name was announced to the press as "Le Reve" ("The Dream"), after a Picasso painting. As the opening of the hotel drew near, the actual name, Wynn Las Vegas, was announced. Which is as it should be: a great work of art, signed by the artist.