Aquaplex
Brief //
The Flagstaff Aquaplex is a family recreation center in Flagstaff, Arizona who was in need of a rebrand.
Solution //
The challenge was to create an identity that appealed to the whole family, that communicated cleanliness and fitness, as well as emphasized the aspect of the center that sets it apart from any gym in Flagstaff; the indoor pool. An abstract symbol was created based on the vortex in the middle of the pool. The decision to use Futura as the primary typeface further communicates the modern approach.
Result //
The Flagstaff Aquaplex did not choose to implement the identity system we created, but we are confident that it is a vast improvement on the current system they have. Our branding option creates a brand experience that is reinforced throughout the entire facility.