The famed Sahara of the 1950s was the classic Las Vegas resort.  Louis Prima, Elvis Presley, Judy Garland, and the Beatles all played here. Throughout the decades the mystique remained but for only those few who cared to remember, as the Sahara became overshadowed by the big corporations and mega-casinos. It was sold in 2013, remodeled and named the SLS Las Vegas, and over the next five years struggled with its brand tone, and poor visibility on the north end of the Strip. The Meruelo Group purchased the property in 2018 and was looking for an agency to create an audacious brand for a new generation. One that could compete with the big boys on the other end of the Strip.