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The Job

To build a new brand identity for Manchester Arena’s VIP hospitality offering

The Spark

‘Premium’ is the number one priority


"We’ve long been admirers of Creative Spark so they were first choice when it came to pitching for our hospitality rebrand. The team delivered an excellent brand in Prime Experience, but the journey didn’t stop at a logo. We gained an insight into, and new understanding of, our business that will become invaluable as we continue to grow hospitality at the world’s second busiest venue."

James Allen

General Manager, Manchester Arena

In Summary

The Arena’s hospitality offering had lost its lustre. It needed a brand makeover.

Not only does Manchester Arena have 16 VIP boxes, it also has several special seating areas, a private View Bar and a special Laurent-Perrier Experience. However, with no brand uniting them, they were underused. The Arena asked us to rationalise its offering, gathering the different strands under one identity. We started with naming, covering an entire wall in potential names until we found the right one. Conveying a premium, prestigious feel, ‘Prime’ was the perfect choice. It not only helped inform a new logo and brand look and feel, it spurred everything from a responsive website to marketing collateral and leave-behinds.

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