Overview + Objective

VenuesLive is a global leader in venue operations, major event delivery and hospitality services, operating three of Australia’s most iconic stadiums; Sydney’s Accor & Commbank Stadiums, and Perth’s Optus Stadium.

Evolving business objectives and acquisition of a fourth stadium led to VenuesLive and Juicebox collaborating to deliver a realignment of purpose and strategic objectives along with creation of a refreshed brand positioning.

Beyond this, our collaboration is far reaching, including development of the product brand experience for VenuesLive’s national attractions business, THE OZONE, and development of the brand and campaign experience for Optus Stadium’s precinct brand, Stadium Park.

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The foundations
of Stadium Park

Discovery workshopping revealed that Stadium Park needed a purpose and positioning that best showcased ‘why’ people should visit the precinct. Once the purpose was defined, the underlying challenge was to create a destination brand that best positioned Stadium Park as Perth’s premier entertainment precinct 365 days a year – not just on major event days at Optus Stadium.

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Stadium Park’s visual language was designed to communicate that no experience is more important than another – that each and every experience is a ‘highlight’.

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Flexibility in the brand’s system was key, so we created a vibrant colour palette (a subtle nod to the stadium’s three home teams), dynamic motion-based framing devices, and highlight shapes based on key areas of the precinct, designed to draw focus in video and photography.

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Dynamic brand
messaging

‘Perth’s Place to Play’ is Stadium Park’s dynamic positioning system. Key messaging can be created and refreshed for the precinct’s varying audiences by changing out the words to align with current experiences on offer. The overall system and style guide was built with ease of use in mind for VenuesLive’s marketing team to develop on-brand creative content in-house.

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Creating THE OZONE
and its 'Breathtaking
Experiences'

VenuesLive already operated stadium and cultural tours at Optus Stadium, but a desire to provide the market with more excitement and out-of-the-box experiences not commonly seen at stadia across Australia led to establishing their own attractions business, which we named THE OZONE.

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The Ozone

The Ozone’s brand assets included online and signage, tone of voice, animated elements, and a delightful new character you might see around the venue: Ozo. From initial brief to launch, all of this was possible in a little under 8 weeks.

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Creating emotive brand and digital experiences to elicit excitement and a craving for breathtaking experiences.

Anthony Nankervis Creative Director, Juicebox

Project credits

Client Venues Live
Services
  • Brand Strategy
  • Visual Identity
  • Creative Direction
  • Naming & Tone of Voice
  • Campaign Planning
  • Campaign Branding
  • Digital Campaign Strategy
  • Media Planning
  • Campaign Development
  • Content Strategy
  • Design & Animation
  • UX Design
Project Team
  • Anthony Nankervis
  • Lucy Newman
  • Rhett Ardon
  • Michael Boag
  • Cam Campbell
  • Rachel Thwaites
  • Nathan Cowley-Cooper
  • Gabriella Greaves
  • Ellysia Burton
  • Pooja Hoderkar
Client Venues Live
Services
  • Brand Strategy
  • Visual Identity
  • Creative Direction
  • Naming & Tone of Voice
  • Campaign Planning
  • Campaign Branding
  • Digital Campaign Strategy
  • Media Planning
  • Campaign Development
  • Content Strategy
  • Design & Animation
  • UX Design
Project Team
  • Anthony Nankervis
  • Lucy Newman
  • Rhett Ardon
  • Michael Boag
  • Cam Campbell
  • Rachel Thwaites
  • Nathan Cowley-Cooper
  • Gabriella Greaves
  • Ellysia Burton
  • Pooja Hoderkar
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