Creating a Brand
For 2am we needed to create a brand that housed the various activities and which reflected the various levels. We got straight to work on the complex branding, choosing an interior design style that was bespoke, taking the new Guild project to a whole new level. With the main structure of the building being built on a ramp, and taking in to consideration the environmental design, we thought it fitting to replicate this with the brand. Having the logo marque sit at a 13-degree angle; a happy number.
A happy number
A happy number is a number defined by the following process: Starting with any positive integer, replace the number by the sum of the squares of its digits, and repeat the process until the number either equals 1 (where it will stay), or it loops endlessly in a cycle that does not include 1. Those numbers for which this process ends in 1 are happy numbers, while those that do not end in 1 are unhappy numbers (or sad numbers).
Get your game on
The strap line “Get your game on” gives a sense of playful competitiveness that is carried on each level with walls illustrating the levels main play using mixed medium of graffiti and overlaid creative signage.
Eye-catching Creative Signage
Neon picks out key areas that can be seen throughout each level and using this in the creative signage helps draw attention as well as create a retro ambiance.