Waves
An entertainment hub for families, friends, and co-workers to immerse in fun and joy through indoor roller skating
Challenge
The NU Media team was tasked with developing a marketing plan and design proposal for a potential indoor roller skating rink in Long Island City. I led the design proposal, creating the visual identity and branding deck from scratch.
Skills
Brand Design, Visual Identity, User Research, Market Research, Adobe Creative Suite, Cross-collaboration
Outcome
Successfully pitched concept to client with strong interest to implement it in the future
Moodboard
User Persona
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Diverse and community-oriented
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Mid-level professional
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Enjoys social gatherings and events
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A fun, low-stress way to unwind and connect with loved ones
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Safe, accessible venues for playing, dancing, socializing, and relaxing
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Looks forward to weekend events
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Enjoys atmospheres that offer
a break from work life
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Spaces that cater to young singles or feel culturally alienating
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Limited time and energy to plan meaningful social experiences
Behaviors
Solution
An entertainment hub for intergenerational communities seeking vibrant, joy-filled spaces that offer a refreshing break from the daily grind and a chance to truly unwind.
Differentiating Factors
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Demographics
Needs
Painpoints
Dara Williams, 37
Waves
The client was highly interested in applying all the elements of the visual styling and branding deck to be used in the future, once they finish securing a designated location for Waves in Long Island City, New York. All of it would then be applied to their upcoming website, interior design, merchandise, social media platforms, etc.
Next Steps
Multigenerational appeal (open to
family, children, friends, co-workers)
Encourages playful energy and
engaging activity over passive leisure
Borough-rooted identity,
celebrates local NYC energy
Joy-forward, bold branding with
immersive lighting + sound
Borough-rooted identity,
celebrates local NYC energy