The Base is 16,000 square feet of advanced training, sports therapy and injury recovery. Big and bold in its approach, it needed an identity and space design that reflected the ambition and energy of the space.
Our role started early: naming it, building the logo and developing a plan for the interior of the space. We designed many elements – illustrations of the training philosophy, neon signs… - but the piece with the most significant impact was the feature wall, where we were given carte blanche.
We also designed and executed a media strategy that included earned media and both online and non-traditional out-of-home ads.
Online, we structured the campaign in two flights: One to build awareness, and a later one designed as a call to action. For out-of-home, the client had identified elite under-18 hockey players as a key audience, so we took over series of walls at the arena in town where all of those athletes pass through. While they play all over the city, Bill Hunter Arena is known as a hotspot, and one that those athletes are likely to visit at times throughout the season.