Send It! Social Club

Formerly Sportsplus, Send It! needed to shift perceptions from a sports venue for sports lovers to a social experience venue for anyone looking for a memorable time. Our key goal was to help Send It! nail this repositioning and stand out as a unique player in the social experience market.

Through a renaming process and an extensive brand workshop, we honed in on what makes Send It! venues so fun: the power of play to build relationships and create memories. High-tech sports simulators are the material offering, but it's the experiences this technology makes possible that make Send It! fun, regardless of skill or background.

The new name acts as a rallying cry that anyone can get behind. It captures the essence of the venues: it's not about winning, it's about giving it your best shot. This verbal idea is captured visually in the clever arcing design of the wordmark, and reinforced when that arc is used to frame photography of a patron.

Beyond the logo, we built a high-energy, unapologetically fun brand identity that captures the venues' personality as a host who knows how to bring the fun and encourages everyone to join in. Cheeky copywriting and animations that capture a feeling of chaos shift the focus away from sport and onto the memorable moments that play creates.

Anchoring the identity is a suite of custom icons which, used in sequence, tell miniature stories about the Send It! experience: a round of golf followed by cocktails, or a home run met with a round of applause. These three-icon sequences act as a sign-off for the brand, reinforcing the identity without relying solely on the logo.

This new identity walks a delicate line: communicating the material reality of a sports-based venue without leaning on sports tropes. Instead, the identity uses colour, typography and copywriting to convey the atmosphere of a venue that just wants you to have a go and have fun doing it.