The Collective — FSLV × Grand Canal Shoppes Tourism Brand System

Trade, Tourism & Experiential Marketing Platform

A destination-driven tourism and trade marketing system developed to strategically bridge two powerhouse retail brands — Fashion Show Las Vegas and Grand Canal Shoppes at The Venetian — into a unified, high-impact visitor experience platform.

While each property maintains a strong and distinct brand identity, their visual languages did not naturally integrate within shared tourism and trade marketing environments. To solve this, a third sub-brand — The Collective — was created as a neutral yet premium experiential layer, allowing both destinations to be marketed together cohesively across tourism, hospitality, and convention channels.

The Collective served as a scalable brand system supporting visitor acquisition, trade presentations, and on-site distribution — expressed through editorial publications, brochures, flyers, and modular print systems designed to elevate destination storytelling, retail positioning, and experiential discovery.

This system unified luxury retail, dining, entertainment, and lifestyle environments into a single curated narrative while maintaining the integrity of each parent brand.

Role: Brand systems, creative direction, editorial layout design, print design, production-ready layouts
Scope: Sub-brand development, trade & tourism collateral, editorial publications, modular print systems
Deliverables: Booklets, brochures, flyers, editorial spreads, cover systems
Channels: Tourism marketing, convention/trade distribution, hospitality marketing, retail promotion

Trade Partnership Folder — The Collective (Concept Brand System) — A tri-fold trade folder developed as part of The Collective — a sub-brand created to unify Fashion Show Las Vegas and Grand Canal Shoppes under a single experiential marketing voice.
Integrated Destination Marketing Collateral – Interior and exterior views of the The Collective trade folder, featuring destination overviews, dining and retail highlights, and location mapping. This system translates two distinct property brands int
Long-form editorial sales booklet created under The Collective co-branding system—designed to present Fashion Show Las Vegas’ dining, entertainment, and private event offerings in a cohesive, tourism-forward format for convention planners, group trav
Long-form editorial sales booklet created under The Collective co-branding system—designed to present Fashion Show Las Vegas’ dining, entertainment, and private event offerings in a cohesive, tourism-forward format for convention planners, group trav
Cover design for the Group Guide — a destination marketing lookbook created to position Grand Canal Shoppes as a premier luxury retail, dining, and entertainment destination. This piece established the visual tone for the campaign, blending fashion-f
Front and back cover design for a large-format destination guide created to support group travel, tourism partnerships, and sales outreach. The layout introduces the Collective sub-brand system — visually unifying Grand Canal Shoppes with Fashion Sho
Interior editorial spreads from a multi-page destination marketing book showcasing group dining, entertainment programming, and experiential retail offerings. Layout systems were developed to support modular content updates, data-driven capacity tabl

These marketing systems were developed to support large-scale tourism, convention, and hospitality partnerships across multiple luxury retail destinations. Working within complex brand ecosystems, each piece was designed to balance editorial storytelling, data-driven sales tools, and experiential brand positioning — enabling leasing teams, tourism partners, and group travel planners to communicate offerings clearly while maintaining strong lifestyle appeal.

The Collective system served as a unifying brand layer between distinct retail properties, allowing Fashion Show Las Vegas and Grand Canal Shoppes to present a cohesive destination narrative without compromising individual brand equity. Deliverables included destination lookbooks, group dining and entertainment guides, trade folders, and modular print systems built for long-term scalability, seasonal updates, and multi-channel distribution.

This body of work reflects a systems-driven approach to hospitality branding — where design functions not only as visual storytelling, but as an operational tool for sales enablement, experiential programming, and long-term brand growth.

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