In 2019 Palms Casino Resort opened KAOS, the biggest dayclub / nightclub in North America. AKQA was assigned to create the branding for the massive venue. The club itself was Palms’ most ambitious project, from a 3-story high Damien Hirst statue, to 7 Tesla Coils, flying wedges dropping from the ceiling, to 120,000,000 pixels across 10 circular LED screens. With the capacity of 8,000 people the club expects to host 120,000 people per week. With a club this massive, we aimed to create a branding that was just as ambitious.
Inspired by the name, we applied Chaos Theory to the branding. Although the outcomes of chaos are infinite, complex and unpredictable, we embraced it and used it as a system to generate one-of-a-kind logos.
Our ambitions was to take the sounds of the club, from patrons to music, and visualize it. The visualized graphic mark would then become the ‘O’ within KAOS.
We went through rounds internally to find a typeface that could complement the orb inside KAOS.
Once we were satisfied with the type we collaborated with Edan Kwan to make the orb come to live through code.
We created an admin version of the logo generator and delivered it to the Palms design team. This version allowed their designers to manipulate the color story and import audio files so they can sample resident artists’ music.
We then handed our Cardi B example to Ridge Productions and they used it as a template for the full residency.
PALMS (Station Casinos)
KAOS Brand Design
Associate Design Director
Senior Motion Designer
Associate Creative Director (Copy)
Senior Account Director
Chief Solutions Scientist
Matt Crist (Station Casinos)