Sky Zone
Rebrand & Web design
Never stop looking for new ways to play.
Abstract
Repositioning a plateauing national franchise to attract new customers, regain market share, and drive revenue through digital products.
Deliverables
Brand identity
Brand advertising campaign
Brand website
Park franchise websites
Web CMS
Role
Brand strategist
UX designer
Copywriter
A primary focus: just show people how fun it is!
Newton's laws apply
Founded in 2004, Sky Zone Indoor Trampoline Parks created an entirely new category. But as the business matured, so too did the competition, slowing their momentum to dangerous lows. I led a rebranding effort, repositioning the brand for new growth, while also executing as a writer and UX designer.
Our new brand platform—Come Alive—served as a north star, guiding decisions across the company and in execution across media.
Bringing people into the park experience through content
A large multi-day production drove the development of all-new brand assets: action photography and video, website and social content, green screen footage, and more. We created a new brand spot, as well as videos for popular attractions and programs to be used in web and social.
A lively web experience with a backend to support over 150 franchises
Franchise businesses present a unique challenge when it comes to web design. Not only did we have to bring forth a new design language, we also had to develop CMS capabilities for 150+ parks.
Regarding design, we made subtle use of parallaxing and animation of photography and graphic elements to align with the brand direction—bringing the in-park experience to the forefront.
Outcomes
Over the course of less than nine months, I led a rebrand process from start to finish: research, planning, positioning, strategy, brand ID, production, and execution. The new website has greatly eased multiple burdens held by franchise partners under the old system, while substantially enhancing the user experience. New content and strategies for distribution have given greater flexibility in marketing strategy at both national and local levels.
Same park year-over-year sales have steadily increased and the website has driven more conversions to local park pages by a significant factor. Communications and content have just began to introduce the new Sky Zone to the world, and the challenge ahead is to implement changes to the in-park experience to continue facilitating a premium experience.
Credits
- Creative director: Nick Boes
- Senior art director: Brett Beynon
- Designer: Geoff Roseborough
- Development lead: Daniel Leavitt
- Frontend developer: Owen Masback
- Backend developer: Scott Wilson
- CMS developer: Tom Krenzke
- Photography: Kevin Winzeler, Geoff Roseborough
- Video production: Paragon Creative