To build a new brand identity for Manchester Arena’s VIP hospitality offering
‘Premium’ is the number one priority
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.