Urban Playground
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.
Yugo & Art were commissioned 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 came-out with a recognizable gesture, that will act as an international “secret handshake” or a “gang sign” for the attending players.
The gesture, then evolved into the 7segments type logo (and a true-type font to follow).
Platinum winner of the 2022 MUSE Creative Awards!
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 to designing the venues signage, shop-front and walls 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 …
The amazing interior design, done by baranowitz + kronenberg studio, combined with our graphical outputs, established the new brand as a unique and noticeable player in this emerging field of entertainment.
Our main challenge, was to create a strong distinguished brand, that will stand-out and appeal to young adults. To create a sexy, trendy identity that will not appear juvenile and will act as a pioneer in this emerging field of competitive socializing.
