MUSE Platinum

2022

Urban Playground

Entrant Company

Yugo & Art

Category

Corporate Identity - Brand Identity

Client's Name

Mellors Group

Country / Region

Israel

Urban Playground is a brand-new entertainment concept of the competitive socializing global trend. Located in Manchester, UK and act as an in-door venue for young adults. Home of Putters Tech-Infused Mini Golf, world exclusive THE CUBE Live & international award-winning burger franchise THE BUTCHER.



Our studio was hired to create the brand strategy and visual communication through all visitors’ interactions, and to provide art direction for all visible interfaces and platforms.



In order to communicate our vision, we created a recognizable gesture, that will act as an international “secret handshake” or a “gang sign” for the attending players (please see the attached hand gesture image).

The gesture, then evolved into the 7segments type logo (and a true-type font to follow).



Our entire strategy was refined into one sentence “It’s not just about the games, it’s about the morning after…” that resonated with the brands young, cheeky and cocky tone of voice.



In addition to creating a brand-book, The Scope of the project went from, corporate branding essentials (like presentations and stationery), designing the venues signage, shop-front and wall art, the staff uniforms, menus, visual language of digital games GUI, private label beer (and bar’s countertop), social media appearance (and tone of voice), merchandize and so on …

Credits

Yugo & Art
Keren Grinstein
Yugo & Art
Shay Grinstein
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