(Work)
Sky Zone
Moving a trampoline park leaps and bounds into the future
Intro
Play rules here.
In 2004, Sky Zone invented the indoor trampoline park.
If you’re a parent, you know exactly what we’re talking about. Sky Zone is an indoor amusement park that turns happy hyper kids into happy tired kids. It was (and still is) the ultimate destination for active families.
Before
After
Fast forward to today, 20 years and nearly 300 Sky Zone locations later, and you can probably find an indoor amusement park near you. There’s just one problem: amusement parks are all the same. Sky Zone had become surrounded by copycats. So, now the brand that started it all had to give its branding a much needed refresh.
Normally, when we start partnerships, we immerse ourselves in the brand. But this time, we were already card-carrying members. So, when Sky Zone came to us with their goals, we weren’t surprised to learn what made Sky Zone special.
The trampolines, obstacles, swings, and jumps are great, but the real magic is the overall family experience. At Sky Zone, there’s a balance between the spirit of the kids and the needs of the parents. We described this kind of play as “wildish.” That almost impossible dance that lets kids go wild while parents relax. It’s as wild as you can get while still staying safe.
This is what makes Sky Zone special. Youthful but not childish. Controlled but not restrained. We took this tight-rope contradiction into the brand’s identity and made it their mantra.
Play rules here.
As a parent, trampoline parks can be overwhelming; waivers, screaming kids (some yours, some not), sweaty socks—you get the picture. Visually, we amplified the park colors, wall graphics, and more, to focus it into type, patterns, and forms that add depth and precision to the overall experience.
Everything from the visuals to the verbals were redesigned to be an extension of this genuine, wholesome, wildish play.
The logo was evolved to be more functional, scalable, and simple. By reducing the elements, we worked together to create a tactile and toyetic “S” that pays homage to Sky Zone's beginnings with trampolines, the original symbol that brought them 20 years of success.
Actually, tactility inspired most of the visual and verbal identity. Assets, like the logo and typography, bounce, float, and swing as though they were in the park. The colors, orange and blue, were expanded to support play as something imaginative yet sophisticated.
Even Sky Zone's verbal identity has this playful energy.
In the brand headlines, we made the back and forth between kids and adults literal. A bold sans serif embodies the wild and spirited tone of our inner child, while the funky serif typeface (our adult voice) pulls us back. The result is a fun and playful interplay between our guests and the brand. It’s messaging that showcases the fun rather than explaining it— all with little to no puns.
As a part of the launch, we worked with the Sky Zone team to create their very own, one-of-a-kind pair of Crocs to commemorate their 20th anniversary.
Of all our projects, our kids really cared about this one. At Sky Zone, nothing gets in the way of play—not even the branding. The result was a brand that perfectly captures the place and its audience. So, next time you’re looking for fun with the whole family, you can’t get any higher than Sky Zone. (Except for outer space. Everyone knows that.)
skyzone.com
Thanks:
Our partners at Sky Zone for their collaborative spirit.
Credits:
Strategy by Dee Boyle, Tracy Clark
Design by Colin Pinegar, Cody Bass, Gray Hauser
Verbal Identity by Clayton Notestine
Design Direction by Blake Howard
Animations by Max Prince
Project Management by Lauren Hood
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