The Challenge
With real snow slopes, rock climbing walls, mini golf courses, bowling, multiplex cinemas, bars, restaurants and retail outlets, Xscape is a great day out for all the family. But since launching in 2003, their brand hadn’t moved on from a masculine, metallic style aimed at extreme sports enthusiasts and adrenalin junkies.
Our task was to redefine their proposition and refresh their visual identity, so they could reconnect with all ages and show people what a brilliant family entertainment experience they really were.
The Approach
We took Xscape though our Brandschool workshop process and drilled down into what made them so special. We soon realised that there was a real sense of anticipation about going to Xscape and that families left it with all sorts of great memories. So we put this human experience at the heart of our strategy.
“Make Great Your Xscape” became our central positioning and this led us to a flexible, creative style that used expressive facial photography, dynamic graphics and an energetic tone of voice to embody the excitement and anticipation of a day out at Xscape.
The Result
Since helping Xscape rebrand in 2017, we’ve continued to develop their communications, using our energetic new style across all sorts of seasonal and tactical campaign messages everywhere from printed on-site banners to films on facebook.
“The rebrand journey was an education and discovery piece for everyone involved. We’ve come out the other end with a bold, punchy brand that captures the sense of fun and excitement our customers visit us to experience. We’re keen to nurture and build upon the new brand; its simplicity, flexibility and sense of character will evolve with us and our offer in the years to come.”
Jade Elliott, Marketing Manager, Xscape Yorkshire
