Melco International approached us to help them develop an aspirational and imaginative luxury gaming and hospitality brand, which would be a leading-edge offering in emerging international markets. After taking them through Hey Frank’s brand strategy process, evaluating three key perspectives (internal, consumer and competitive) and a series of factors therein, we helped name and create the brand’ essence, story and identity. “Morpheus,” as the God of Dreams in Greek mythology was the perfect namesake for a property brand that would allow so many “dreams to take flight.” Below are portions of the Morpheus brand book.
