Contents May/June 2018 VOLUME 2/NUMBER 3 The magazine of the American Society of Interior Designers and the Interior Designers of Canada 22 42 UNDERSTANDING BRANDING NIGHT & DAY Image: Peter Malinowski Authenticity is key to the brand-building process. Branding is a "promise" to clients that their expectations will be delivered. BY BARBARA THAU The design of a nightclub or dayclub must be as carefully choreographed as its music and shows. And, safety, as much as escapism, is a critical design element. BY DIANA MOSHER 32 10 Although the success of a casino is driven by site-specific realities, its design should tell a story-whether, subtle, sophisticated, or playful-and seamlessly appeal to a wide variety of guests. BY BRIAN J. BARTH i+D - May/June 2018 Image: Evan Dion Image: Distility MASTERING THE GAME