Months in the making, a rebrand has finally been revealed for Xscape Yorkshire and Xscape Milton Keynes. The tourist attraction, popular with families and adrenaline junkies, has undergone a full brand development programme with one of Yorkshire’s leading strategy, brand and design agencies, 10 Associates, using their famous Brandschool® programme.
Xscape has seen many changes over the years and their product has diversified and adapted to consumer demand. From indoor skydiving to soft play, the latest brand strategy needed to support this shift in direction, appealing to the hearts and minds of their audiences. With a new brand and refreshed business goals, Xscape will be looking to grow footfall, sales and increase dwell time within both centres.
Jill Peel, Founder and Creative Director of 10 Associates, said: “The new brand has a modernity, a relevance and an elegant simplicity that is not only current but can stand the test of time and will resonate with audiences young and old. In addition, the all-inclusive nature of the brand story and personality aims to inspire and excite audiences to make the most of life.”
“People’s spending habits are changing dramatically, with more of us wanting to spend time and money on experiences over things, marking a shift in overall consumer behaviour. Xscape is well positioned to service their customers’ growing desire to enrich their lives by providing great experiences and lasting memories,” added Nikki Phillipson, Account Director.
The iconic brand has been re-imagined with a bold, confident and interactive brandmark alongside the Big Idea of, “Make Great Your Xscape”. In today’s ‘experience economy’ there’s increasing emphasis on happiness and spending money in areas that provide more lasting satisfaction – the perfect opportunity for 10 Associates to help communicate the extent and quality of Xscape’s offering at its Yorkshire and Milton Keynes sites.
Xscape offers customers a sense of excitement and anticipation as well as creating memories they can treasure so it was this feeling that 10 focused on when developing the new brand strategy, positioning and creative. It embodies and communicates energy, excitement and a childlike eagerness – namely through the use of expressive facial photography and an emotive tone of voice.
Jade Elliott, Marketing Manager for Xscape Yorkshire, said: “We required a new brand that better encapsulated the Xscape offer and could work hard in-line with our shift in marketing strategy. Our ultimate aim is to appeal to the family market across the whole of Yorkshire, and beyond, positioning us as a day-out destination.
The rebrand journey was an education and discovery piece for everyone involved. We’ve come out the other end with a bold, punchy brand that captures the sense of fun and excitement our customers visit us to experience. We’re keen to nurture and build upon the new brand; its simplicity, flexibility and sense of character will evolve with us and our offer in the years to come.”
The punchy new branding is now live on Xscape’s website and social channels.
