ART DIRECTION & CONCEPT ART
After having a good look at the space, budget and inspirational ideas generated by the co-owners, we focused on two directions presented as concept art. These were used to start the conversation around the idea behind the business and space. We decided to break up the expanse into four main areas to better communicate the company’s story and create an immersive experience. We first started with the lobby - the welcoming space to set the tone for the company.
A space theme was chosen to compliment the experience of playing VR games - a high-tech, futuristic concept, something new and exciting. In the process, we strengthened the brand strategy and focused on creating a visual identity for the new company. The goal was to emphasize the emotion and experience of virtual reality through the top-of-the-line equipment. The wordmark is following the hybrid approach: action filled and sans serif to reinforce the theme with the secondary visual pattern adding a dimensional, energetic layer. In addition, the colour palette related to space adventures fused an electric feel to the brand.
We next focussed on the play area and lounge room.
We worked with the co-owners on concept art for the four areas: lobby, play areas and lockers, lounge and washroom. Detailed specification sheets to list the suggested FF&E (furniture, finishes and equipment) were also drawn up. Some unique, custom aspects of the project were detailed out to help the construction company with their CAD drawings.
Lastly, interior and exterior signage ideas were considered and quoted, as well as a brand statement wall to welcome the newcomers to the environment. These small aspects help complete the brand and create a sense of consistency and trust.