The Creative Alchemist has produced the brand identity for new North East snow centre, Subzero.
The Middlesbrough agency created a bespoke wordmark, taking inspiration from the zig-zag nature of ski tracks, and added a neon colour palette to communicate a “daring and fearless” personality.
“What was crucial with this project was to remember that the new centre isn’t just about the snow. It’s more of an immersive leisure and retail destination – its diverse offer will also include rock climbing, bowling, a gym, associated retail as well as various places to eat,” explained Lisa Holt, The Creative Alchemist’s managing director.
“As well as attracting thrill seekers it will also be a fun place where families can spend a whole day or where friends can meet to catch up and relax.”
The dockside development is the first of its kind in the north east.
“The name ‘Subzero’ has an edgy feel to it without focussing too much on the snow aspect. The overall brand identity centres more on the feeling of being active and having fun, with dynamic graphics to depict a sense of movement and action,” added creative director, Beccy Owen.
The agency also produced a promotional brochure and website landing page.
“I absolutely love the brand that’s been created. It doesn’t feel predictable, really packs a punch and looks exciting and unique – just what we need to attract commercial interest in Subzero,” said Rachael Howson of Cool Runnings.
