The first Hard Rock Hotel opened in Las Vegas in 1990. I, and my colleague Larry Vigon were asked by Peter Morton to design the key design elements to embody the spirit and culture of the Hard Rock brand. Identities were developed for the in hotel venues and restaurants, poker chips, and collector coins, wine labels, in room amenities, restaurants menues, casino playing cards, invitations... everything! An incredible project with an incredibly unforgiving deadline.