PROJECT: Name a new upscale urban business hotel in downtown Chicago.

THE NAME: Keen perception, sagacity, intelligence and humor.

POSITIONING: “TheWit” captures the essence of a remarkable hotel experience infused with intelligence, creativity and joie de vivre, in a business hotel that refuses to take itself too seriously.

VISIT: TheWit

PROJECT: The luxury hotel centerpiece of the new Las Vegas CityCenter development.

THE NAME: From opera, an elaborate song for solo voice.

POSITIONING: The name Aria perfectly captures the experience of art and elegance that this hotel represents, and maps to the concept of a performance by a star that is nonetheless part of an ensemble. Aria is deftly positioned as the antithesis of the stereotype Las Vegas experience. Think cool and classy, not cheap and trashy, with none of the “theme park” pretense so prevalent in most Las Vegas hotels.

VISIT: Aria

PROJECT: Name for a new 5-star hotel and global luxury lifestyle brand, with hotels to be located throughout the Middle East and in key feeder markets in Europe and Asia.

THE NAME: As in the only Address you need to know.

POSITIONING: The name, like the new hotels themselves, had to cater to intra-regional leisure travelers throughout the Middle East, as well as business travelers and long-haul international travelers to the region, primarily from Europe, Asia and India. The Address captures the sense of spectacular location advantage, the feeling that “this is where it’s happening, this is the place to be.”

VISIT: The Address

PROJECT: Name a new three-tower high-rise luxury condo-hotel for MGM Grand Las Vegas.

THE NAME: The ultimate expression.

POSITIONING: These towers are on the MGM Grand property, but have separate check-in and guest services, representing a new standard of luxury in Las Vegas hotels, and the ultimate that MGM Grand has to offer. The name had showcase both the location and the aura of the MGM Grand hotel brand, and The Signature at MGM Grand does just that.

VISIT: The Signature at MGM Grand