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Vol. Two | Two Thousand Twenty-Five
Giants.
Three years ago, Good Giant was launched with a bold vision to be a nationally renowned agency that specializes in the gaming, hospitality and tourism industries.
In a short time, we’ve built a talented team of creators and strategic thinkers across the country who have produced award-winning work.
And yet, it feels like we’re only beginning to see the full shape of what we’ve been building. If the past year had a theme, it would be alignment—the invisible thread tying together our teams, clients and disciplines into something greater than the sum of its parts. It hasn’t always been smooth. Big things rarely are.
This year, we stretched. We grew our client base, evolved our processes and sharpened our creative output. If you’re reading this, you’re part of the reason we’re still climbing. Clients who trust us. Teammates who inspire. Partners who believe. Good Giant is what it is today because of the people behind it.
Our ambition hasn’t changed. We’re here to build the most loved gaming, entertainment, and hospitality brands in the world. As we look back on the last year, we do so with pride in what we’ve accomplished. And I cannot wait to see what’s next.
Sarah Jones
President and COO Good Giant
The Waterway
When a place has tons of character, the brand should, too. Our new identity project for the City of Gulf Shores brings laid-back, local vibes to the seaside community.
SEE PAGE 14.
Hard Rock Hotel & Casino Tulsa
We cranked the brand volume to eleven for this new campaign that celebrates playing, winning and a rock ‘n’ roll state of mind.
SEE PAGE 18.
Live! Casino & Hotel Louisiana™
Luck has a new address. Check out the grand opening campaign that helped raise the stakes for Louisiana’s newest destination.
SEE PAGE 22.
Inn of the Mountain Gods
Think you know what winning looks like? Our latest campaign for Inn of the Mountain Gods is here to redefine it.
SEE PAGE 38.
Cherokee Casinos
Beyond great service, incredible flavors and a lively atmosphere, staying and playing at Cherokee Casinos comes with another benefit that, while not quite as
PLAY A STATE OF MIND
MIND
Hibbett
To connect with Hibbett’s core Gen Z audience, we created two distinct seasonal shoots that leaned into atmosphere and attitude. For back-toschool, we shot in a historic Birmingham research library rich with vintage stacks, wood paneling and moody textures— ditching sterile minimalism for a backdrop full of studious cool and visual depth. For the winter/holiday campaign, we embraced the surreal, using long exposures, ND filters and flash to freeze our model against a blurred, bustling city scene. The result: layered, cinematic imagery that let Hibbett’s style stand out.
Dough Mama’s
Dough Mama’s Pizza inside Cherokee Casino Will Rogers Downs serves up crispy, cracker-style pizzas that hit the spot every time. Crafted with premium, locally sourced ingredients and made to order, these tasty pies satisfy any appetite. They turned to Good Giant to cook up an equally appealing logo and, of course, we delivered.
The Waterway
Down in Gulf Shores, Alabama, there’s a place populated by good people, great seafood and a legendary coastline called The Waterway. The City of Gulf Shores asked us to come up with a new logo and brand that could capture the essence of this idyllic retreat. We embraced a palette of blues and teals and an inviting typestyle that instantly evoked the simple charm of the area to create a truly timeless brand identity for them.
TruBridge
After the fanfare of a 2024 brand launch, TruBridge and Good Giant barely had a second’s rest. Building on the foundation established in Year One, Year Two centered on expanding the brand’s reach and further customizing the messaging to deepen its impact.
The team did a deep dive into the brand graphics by reviewing competitors, identifying opportunities to stand out and establishing an ownable personality. A conscious decision was made to focus on smart, clever, unexpected copy coupled with a unique graphic treatment. A custom treatment was created to ensure that the graphics would be unique. Visual brand elements were also expanded, resulting in not only some great-looking ads but a library of patterns and branded graphics for the TruBridge team to use.
Hard Rock Hotel & Casino Tulsa
Since its inception, people have been trying to knock down rock ‘n’ roll. To dismiss it. To silence it. To block, ban and censor it. But the great thing about rock ‘n’ roll is that it can’t be put down and won’t be stopped.
The new campaign for Hard Rock Hotel & Casino Tulsa tapped into the sentiment that rock ‘n’ roll is a part of us, and it’s here to stay. It represents our independent spirit, our youth and our right to party.
This campaign dares our audience to rekindle that passion for breaking away from the norm and in the process, create their own legendary experiences at Hard Rock. Beyond the guest-facing marketing, we took the campaign back-of-house to fully immerse every team member in the brand and ensure everyone was rockin’ to the same tune.
Live! Casino & Hotel Louisiana™
Good Giant was honored to help Live! Casino & Hotel Louisiana™ open its doors to the public in February 2025. From preopening communications to recruitment efforts and new member acquisition, our team developed a breadth of creatives to support new identity-building and messaging in the Shreveport market.
R Bar
As part of the Grand Opening of Live! Casino & Hotel Louisiana™, we were tapped to create the new look for their raw bar, R Bar, which needed to closely align with their upscale seafood restaurant. We started with the logo, which exuded cool ocean vibes, before moving on to the creation of a signature look that was equal parts sophistication, style and good times on the half shell.
Live! Casinos®
Live! Casinos® love an opportunity to wow their players with luxury mailers, and these are the moments we live for, where creativity meets craftsmanship. Take the trio of showstoppers featured here: a bold invitation to “Paint the Town Red” in Philadelphia for an upscale New Year’s Eve celebration, a taste of culinary prestige with none other than Wolfgang Puck in Maryland and a refined nod to tradition at the Live!® Golf Classic in Pittsburgh. Each piece was designed to go beyond expectations through high-end design and high-impact embellishments that matched the scale and sophistication
Reno Rodeo
We’ve all got that rodeo spirit in us. A yearning to break free from the everyday world, to get a little wild and take life by the reins. That’s what the Reno Rodeo is all about—a chance to embrace our Western heritage and be part of a tradition 106 years in the making. Our 2025 brand campaign features everything from barrel racing to bull riding. We wrangled up a striking vintage look that embraced the pageantry and passion of the world’s wildest sport.
THE STATS
Good Giant sent out over 50 press releases, keeping our media partners informed about new events, charity donations, new ways to experience the Reno Rodeo and more.
80+ 80+ Over 1,000 RODEO STORIES SECURED
COORDINATED INTERVIEWS
CREDENTIALED MEDIA MANAGED
Over 16 million impressions
Infirmary Cancer Care
Nobody plans for cancer. Except the healthcare experts whose sole purpose is to diagnose and treat it—and the marketing team supporting them. Infirmary Health recently partnered with the UAB O’Neal Comprehensive Cancer Center, a monumental collaboration for both organizations. This partnership means that a new level of cancer care is now available for patients across the Gulf Coast. It was our job to get this message out into the community in a clear, compassionate and compelling way. We created a brand campaign to help position them as the leader that was transforming cancer services in the region like never before.
Daanzho Restaurant & Hotel
There’s more to a logo than just picking a font and color. There is a larger story to be told, where the logo has a deeper meaning. Such was the case with the Daanzho logo project, where they needed a design that not only represented their restaurant and hotel but their entire tribe. To help us get started, they provided several cultural and artistic references that represented their tribe, which helped us in crafting a logo that reflected the cultural connections most important to them.
Travel Nevada
Travel Nevada wanted an attentiongrabbing tourism guide that wouldn’t just sit on a coffee table and collect dust.
We did a complete overhaul of their Nevada Adventure Guide, including a new style, new size and new content. The 64-page behemoth required original illustrations, custom icons and unique page layouts. This wasn’t just a refresh, it was a reinvention.
We threw out the rulebook and built something bold. Think magazine-style storytelling meets high-design flair. Every spread had its own personality, every font and image chosen with intent, and every icon and illustration crafted from scratch. The vibe? Adventurous, irreverent and 100% Nevada.
Inn of the Mountain Gods
At Inn of the Mountain Gods, guests can immerse themselves in a setting that inspires, heals and enriches. This is what makes their destination so special, as it redefines “winning” for their audience—taking it beyond the casino and into the beauty of nature. Winning means witnessing an epic sunset over the lake, sinking a thirty-foot putt on the closing hole, or letting go of worries during a world-class spa treatment. Our “This is Winning” campaign encourages the Inn’s guests to expand their definition of winning beyond the casino floor.
Mescalero,
Gold
Chukchansi Gold keeps the energy high year-round with nonstop gaming promos, and we had a blast helping
Behind the Scenes
At our core, we’re creators, so whenever we’re at a shoot, we are definitely in our element. From whirlwind production schedules to late-night edits, we hustle hard to make the most of every shot, frame and Elvis-in-a-sequined-jumpsuit moment.
Giant Hearts
At Good Giant, our community is everything to us. Through our Giant Hearts initiative, we’re able to support causes that are close to home and close to our hearts. Last year, we delivered pro bono creative and strategic services to several local organizations, including Nevada Women’s Fund, Caruthersville (MO) Humane Society, United Way of Southwest Alabama, AAF District 7, Warrior Legacy Ranch, Hometown Heroes and Home Works of America.
Beyond that, we’ve had the honor of serving on the board of the American Advertising Federation and volunteering for several foundation events, nonprofit food banks and donor gatherings. We even collected toys, groceries and baby items for local charities. In total, we tallied more than 1,200 volunteer hours across all team members. Talk about a giant impact.
New Digs, Improved Site
This year marked two Good Giant milestones—we cut the ribbon on our new Reno office, and we gave our Mobile office a makeover. Having these buffedout base camps for our Nevada and Alabama team members has really helped us come together to level up our collaboration and communication— not to mention our happy hour skills.
On top of that, we updated the Good Giant website to show off more of our work and tout our industry expertise. You can check it out at goodgiant.com.
Let’s Circle Back: Agency Phrase Search
WORD LIST
Anna Anderson
Steven Aramini
Adam Bach
Grace Bacon
Michael Bajaksouzian
Janice Baker
Tara Bangor
Raquel Barrionuevo
Jim Bauserman
Ryan Bauserman
Andrew Black
Theresa Blazic
Peyton Bolling
Ashleigh Boutwell
Kayla Boyum
MarciAnn Brasher
Elizabeth Brass
Gina Brooks
Brooke Calhoun
Charlene Carp
Keith Castelin
Alyssa Cohen
Callie Crawford
Erin Davis
Becca deLumeau
Emily Duke
Marissa Dupree-Maxwell
Gia DuPriest
Jennifer Eastwood
Amanda Ellis
Abbey Emmans
Elise Englert
Torri Estes
Stephanie Evans
Erik Fountain
Sean Garrett
Brynn Gartner
Kim Getto
Katherine Giattina
Daniel Gilbert
Regina Gomez-Guillen
Nick Goodale
Nicole Goodson
Madison Gorton
Kristina Green
James Grillo
Chad Hallert
Tailor Hallert
Heather Hardin
Macey Harms
Matthew Hendrich
Hilary Holden
Dennison Jagodinski
Shannon Javetz
Sarah Jones
Bailey Jung
Kelli Keuper
Kane Killgore
Faith Kilpatrick
Philip Knott
Karlye Kost
Nina Kurtz
Christine LaGrassa
Matthew Lauc
Tyler Lee
Kate Light
Catherine Lockard
Valentina Lovazzano
Skylar Lowy
Tony Mackenzie
Alexey Makovskiy
Felipe Martinez
Katherine Mather
Steven Mcnider
Sydney Micheletty
Rebecca Miranda
Sabrina Molinaro
Caleb Moore
Aislinn Mueller
Rachel Murray
Mark Naparstek
Katherine Nicholas
Brigette Paulson
Nyda Pennington
Tina Phanthapannha
Elissa Plastino
Anna Portante
Shar’Day Porter
Albert Reeves
Patrick Reid
Sara Reising
Christina Rhoades
Justine Rimbey
Katherine Robertson
Jason Rubero
Edward Russell
James Schulman
Michael Scimeca
Tatiana Scott
Ashton Smith
Bryce Smith
Courtney Sonnier
Madison Spiegel
Devan Spitler
Brandon Stephenson
Reggie Stevens
Cameron Stuedeman
Roderic Suarez
Rich Sullivan Jr.
Demarcus Sutton
MacKenzie Taylor-Pigg
Madeliene Thames
Darian Thompson
Laci Thompson
Constance Turner
Michelle Turri
Jason Ullery
Alexis Vihtelic
William Waite
Casey Walker
Katie Ward
Rachel Warner
Melissa Waters
Charlie Watts
Taylor Webster
Lyndsey West
Anne White
Ben Whiteside
Annie Wichert
Jenny Williams
Annie Wilson
Ray Wright
Steve Yow
Sammy Zumaran
Wanna dig deeper?
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