Merivale Bowling Centre
Student Project
Background
Merivale Bowling Centre is a bowling alley and entertainment hub located in Ottawa. It features 48 5-pin bowling lanes and an arcade. The purpose of this project was to create a bold, recognizable and consistent brand identity for a community gathering space that facilitates entertainment and fosters connection. For the project duration, I worked in Adobe Illustrator, Photoshop and InDesign.
The Challenge
The challenge for this design process was developing a bold and unique brand identity that would align with the brand’s values and business goals. In addition to a brand identity, a corresponding branding guide that outlines the rules and usage of brand elements was required.
I wanted to ensure that the colours and style of the logo accurately represented the business while evoking a sense of amusement and nostalgia for the audience. The key goals/requirements of the project was to develop a logo and a corresponding branding guide.
Process
Final Product
The main design challenge was to develop a bold and unique brand identity that would standout against competitors and help meet business goals.
I chose a bold colour palette of red, blue and white as these colours convey a sense of energy and opposition as they contrast each other. Historically, blue and red are used against each other in competitive scenarios. Therefore, this led me to believe this palette was appropriate in regards to bowling, a competitive sport.
My typography choices were informed by classic typography of the mid-century era that still holds up today. I chose a script font that had a decorative quality to it and paired it with a bold sans-serif.
Together, these elements convey a sense of professionalism and trust, which meets the business goals of the client. Elevating and refining the brand identity would expand their audience and would allow them to standout against their competitors.
Outcome
Throughout this process, I strengthened my market research, sketching, vector illustration, system thinking, and storytelling skills, all of which are integral in shaping a successful brand identity. I received feedback from my instructor (creative director) and my sketching partner at the initial concept stages. In the later stages, I would present my more refined concepts in front of fellow designers and my instructor for feedback as well.
