BRAND STRATEGY • DESIGN • VOICE • BRAND IDENTITY • COPYWRITING • ART DIRECTION • RETAIL
Main Event Entertainment operates over 50 family activity centers with laser tag, the latest video games, bowling and more, along with really good food and adult beverages. But their identity didn’t reflect the good times to be had, so we were asked to help rejuvenate the brand to resonate with kids and adults alike.
We engaged in some very serious consumer research (including taking our kids to Main Event and conducting focus groups over pizza) and the consensus was that Main Event was serious fun and a fantastic way for families and friends to connect.
The arcade gaming category has its own language and we worked within it to ensure recognition but then added a layer of sophistication. The new brandmark is centered in a CMYK color scheme that adds energy and vibrancy to the brand and creates a color language that’s flexible and works on any touchpoint.
Main Event locations also tend to be located in high volume retail centers and so the bold new mark and colors make it easy to locate and deliver an instant punch before you enter.
Logo exploration included several variations, all with the goal of creating a bold, dynamic mark that truly represents the brand.
Main Event is shortnened to the fun and simple, ME, that can be used as a secondary mark for smaller applications like gift or fun cards, favicons or apparel.
Existing photography is treated with bright and saturated colors that add some fun and continue the new brand look and feel.
Customer Bounceback cards engage the guests to come back soon and play some more!
Brand consistency across the digital and real world keeps the online and instore experience consistent with the brand promise.