Cherokee Casinos

Unify multiple casino properties while preserving what makes each one distinct.

The challenge:

Each property had evolved independently. Guests had to relearn the experience every time they visited a different casino.

The insight:

The challenge wasn't helping guests navigate individual properties. It was creating one system that could flex across many.

The approach:

I developed an information architecture that balanced local identity with organizational consistency—allowing each destination to feel unique while remaining unmistakably part of Cherokee Casinos.

LET’S TALK

The problems I enjoy most are the ones that don’t have obvious answers.

If you’re working on something complex—and want to make it simpler for the people using it—I’d enjoy the conversation.

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