Hand in the brand: Ad executive helps clients project greatest image

Don't tell Victor Rodriguez the slow economy is bad for business.

His small, downtown Las Vegas design firm, Eurie Creative, is more than busy.

"Clients are downsizing because there's a perception that you can get more for less," said Rodriguez, 45. "A small design studio like mine is appealing because we don't have the layers that the bigger places have. It reflects in our pricing. It's doesn't mean our creative is not as exciting, it's just that we can respond faster."

Rodriguez's hands-on approach has brought Eurie Creative a variety of clients in a broad range of businesses. For the gaming industry, Rodriguez has done projects for Ameristar Casinos, Harrah's Entertainment and Harrah's-owned Caesars Palace. He has also done work for the Juvenile Diabetes Research Foundation, American Medical Response and Turnberry Place.

Eurie Creative, which has a staff of eight, is now putting together a branding campaign for the Nevada branch of Touro University.

"Our clients like the fact that the owner of the company is pretty much touching all the accounts at any given time," Rodriguez said. "We're cost-effective. Even before the economy started to take a downturn, our workload went up. The economy hasn't affected us the way you would think."

Rodriguez, a Michigan native, has always worked for or owned small creative firms focusing in graphic design. Eurie Creative specializes in corporate identity work, branding, direct mail and packaging design.

Since opening his office downtown three years ago, Rodriguez has become active in the growing Las Vegas Arts District. Eurie Creative often participates in the open house event on First Friday to show off its studio.

Rodriguez said his goal is to become involved in an outreach program to the general business community that would encourage companies to keep their design needs within Las Vegas.

Question: Why do Las Vegas businesses go outside the market for creative design?

Answer: There are some great designers in Las Vegas. But business folks still go to Los Angeles, Chicago or New York for meatier projects. There's a perception that if you go out of market, it will be better, or if you pay more, it will be better. That's not always the case.

Question: Is Las Vegas a good creative market?

Answer: Las Vegas is trying to find its creative voice. We don't have the reputation of a Seattle or a Chicago or a Los Angeles. When you think of those cities, you can envision a certain style. We're a little different. We're driven a lot by gaming where you have to design something quickly, cheaply and repeatedly.

Question: Would you consider Las Vegas to be an up-and-coming creative market?

Answer: Coming here is a great opportunity. Las Vegas allows anybody with talent the opportunity to shine in this market.

Question: How does your business differ from a traditional advertising agency or a typical design studio?

Answer: We started out as a design boutique and we've now grown into a graphic communications firm. We now offer marketing and a lot more branding. Clients now ask us about strategic choices. We design creative that generates results. We can no longer design a great, beautiful brochure for a high-rise. It's how is this high-rise going to get bodies in there. We have to think about solutions that are going to create results.

Question: Do you work with local advertising agencies and public relations firms?

Answer: We will work with someone's media person or partner up with a PR firm. We're brought in as the creative partner and we can create an ad campaign for one client and a direct mail campaign for another. That seems to work especially well in this economy. The clients know they are only paying for what they need to use.

Question: Has the tough economy changed the marketing habits of the casino industry?

Answer: That's probably what's been keeping us a little busier. We're handling more promotions than we would typically do. The promotions can be anything from a post card to higher-end direct mail piece. It usually depends on timing rather than budget. In some cases, we're definitely seeing more promotions. The idea seems to be that doing a little bit more will keep the customers coming.

Question: What other type of work for the gaming industry does your firm handle?

Answer: We can do everything from small to large. With Harrah's, we've done cross-property direct-mail pieces, which feature all of the Harrah's properties. It might be a piece that is redone every month and even every three weeks. We have also handled the high-end work for Caesars Palace. We're designing the invitation for Caesars Palace's New Year's Eve event right now. We designed a high-end book which is something for the superhigh roller. It's placed in the large villas and suites. It's pretty much a coffee-table book about Caesars Palace.

Question: What are some challenges of owning your own business?

Answer: I started my own business after college. When I was younger, I thought if I failed I could always get a job because I didn't have a whole lot to lose. Now, it's different. I have employees but I'm able to retain creative control as owner.

Every client is your boss. You can get rid of certain clients that might not match up well. I like to build partnerships and not so much a client base. We want to help our clients grow their businesses because, in time, it will help me grow my business. I'm not really here just to get project by project. I believe in long-term relationships. I think it creates a healthy bottom line.

Question: Do you worry about losing clients?

Answer: You can never become complacent. You have to be willing to get out there and pound the pavement. I'm always thinking if something goes away, how can I replace it?

Question: How would you describe your studio?

Answer: We're designers, not lawyers or accountants. We wanted to create a place where people would want to sit and talk and where we can have a nice, comfortable conversation. It's very welcoming and our clients like that.

Contact reporter Howard Stutz at hstutz @reviewjournal.com or 702-477-3871.