In my pursuit to captivate the teenage demographic, I spearheaded A1M Arena's rebranding journey, infusing our marketing materials with a vibrant paintball aesthetic. Overseeing this dynamic initiative, I orchestrated a comprehensive overhaul, touching every facet of our business, from our physical venue to our online presence and promotional materials. With an acute understanding of our target audience's preferences and desires, I strategically introduced bold white and black elements into our original color palette, meticulously selected to evoke heightened contrast and gravitas. Typography choices, like the Bebas Neue for headers and the sleek Montserrat for paragraph text, Norwester for a bold feel, ensured a refined and energetic visual language across all channels.
Problem
Not enough teen engagement within our customer base.
Solution
We set a goal to drive teen bookings by 10% by rebranding, focusing on creating customer personas, redesigning the logo, business cards and marketing material.
Tools
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Wix
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Adobe Illustrator
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Canva Teams
Team
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1 UX designer
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1 developer
My Role
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UX design
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UX research
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Marketing research
My UI Rebranding Process
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5
Persona
Logo
Business card
Marketing Material
Takeaways
Personas
To expand on our branding material, creating user personas was key. This reminded us who our target audience was and with that in mind we were able to stay within the bounds of the users wants and needs. As a business owner that is sometimes difficult to do, so we constantly referenced these personas when thinking of anything A1M related.
Logo
With our rebranding in mind, the original logo was replaced by one that was geared towards an older audience We wanted to take the asthetics of paintball and infuse them into our logo.
Original
New
Business Card
Marketing Material
Texture played a pivotal role in our rebranding efforts, serving as a crucial element to enhance the sensory experience of our printed materials. By integrating texture into our designs, we aimed to evoke a response from our audience, inviting them to engage with our brand on a deeper level. Subtle noise and jagged edges were strategically employed to inject depth and excitement into our printed materials, adding a tactile dimension that resonated with the high-energy, immersive nature of our venue. The tactile sensation created by these elements not only captured attention but also left a lasting impression. Reinforcing the dynamic and unpredictable nature of the experiences awaiting our customers at A1M Arena.
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Reinforcing the dynamic and unpredictable nature of the experiences awaiting our customers at A1M Arena. This attention to detail in our design approach underscored our commitment to delivering multi-dimensional and stimulating experiences that set us apart in the competitive entertainment landscape. This attention to detail in our design approach underscored our commitment to delivering multi-dimensional and stimulating experiences that set us apart in the competitive entertainment landscape. This attention to detail in our design approach underscored our commitment to delivering multi-dimensional and stimulating experiences that set us apart in the competitive entertainment landscape.
This attention to detail in our design approach underscored our commitment to delivering multi-dimensional and stimulating experiences that set us apart in the competitive entertainment landscape. Beyond the aesthetic transformation, our rebranding efforts bore tangible fruits in our bottom line. We saw a direct correlation in our sales numbers. A1M Arena experienced a notable 50% surge in day date bookings for high school dances. This resulted in a significant uptick in customer engagement and conversion rates.
Our social media campaigns and email drip campaigns effectively captured the attention of our audience, driving heightened interest and foot traffic to our venue.
Despite facing challenges such as adhering to stringent event guidelines and navigating tight deadlines, my unwavering commitment to our long-term vision fueled fantastic results. By leveraging design as a strategic tool to enhance customer engagement and drive sales, I gained invaluable insights as a design student that has shaped my approach moving forward.
Takeaways
At A1M Arena, we witnessed a 50% surge in bookings, among teenagers seeking day-date activities, following our comprehensive branding overhaul. Through hands-on experience, I learned the transformativeimpact of thoughtful design on business outcomes, seeing firsthand how strategic visual elements can influence consumer behavior and brand perception. This real-world application of design principles deepened my understanding of the relationship between design and business strategy, highlighting the importance of considering user experience and market dynamics in every design decision.