A direct approach to the new name makes a playful connection to the activities and experiences on offer in this unique location.
This simplicity is also extended to key copy lines.
The simple and forthright logotype utilises an oversized X character designed to act as a container or portal device. X marks the spot, a location, a treasure.
Type is formed with chiseled chamfers bringing a contemporary edge and a level of detail that reflects a playful character when used at scale.
Geometric graphic patterns are used to reinforce the new brand and introduce a sense of dynamism and movement.
Extensive guidelines were created in order to enable the in-house team to effectively roll out the new brand and assets.