Market and Competitor Insight
Primary User Research and Analysis
Brand Positioning and Proposition
UI and UX Design
Building on their initial ‘trial’ centres, a fully customer-insight-led foundation for the brand and experience design was undertaken. Following a detailed research and customer analysis stage we identified four target audience personas. This defined the positioning, shifting towards a social experience with a focus on younger audiences and group gatherings, as well as families.
As part of the marketing strategy, we provided art direction for the brand videography and photography, overseeing the shoot days to ensure the spirit of the brand and the thrill of the game were captured. This culminated in video content with branded animation and plenty of social media content for launch.
As well as the lifestyle photography, we were heavily involved in the food and beverage photography. By incorporating the brand colours in the backdrops of the photography helps to create a visual consistency.
As well as creating stunning concept designs for the surrounding spaces, our team collaborated with specialist mini golf course designers & build partners, discovering in the process all the technical ins & outs of what makes a great game challenge.