ABOUT PLAY ARENA:

Remember how easy it was to have fun? All you needed was a bit of space, maybe a ball and before you knew it, you and the kid next door became best friends. Somewhere between work, traffic, malls and smartphones, the city has forgotten the joy of playing. That’s why Play Arena was started in 2011: a space dedicated to leisure, sports, activity, fun and the pure joy of playing.

TARGET AUDIENCE:

Upper middle income groups and above

From toddlers to pre-teens to teenagers to young adults

People who wish to try something new and exciting, who enjoy games and stepping out of their homes

BRIEF:

The brand and list of activities at Play Arena have grown organically over the last 10+ years. These additions have all been designed in-house leading to brand dilution. Additionally, the brand and space are not well structured or organised, and there is an overall lack of visual appeal and clarity in presenting a long list of activities. These may result in possible confusion among visitors and may also reduce the quality of their experience at Play Arena.

An updated brand system and language that enhances the customer experience, through a clearly structured offering, is required. The refreshed brand while catering to the same target audience should be fun, approachable, distinct and easily recognisable as ‘Play Arena’.

Visitors include solo players, groups of friends and family, corporates and couples.