Logo

We created the Auckland Luge logo to appeal to the target audience of 16-30, predominantly male, as well as having a family feel for the wider audience. The speed demon positioning fits well with the adrenaline rush and competitive nature of the Luge experience. Our character, "AL" was brought to life across all brand materials, providing depth to the concept and creating merchandising opportunities.

'rock your demon' sound track

We worked closely with the radio station to develop a jingle that was rocky and full of energy and which reinforced the “free the demon" positioning.

Website

Our target audience is used to visiting sites like The Edge, Vodafone Live, Facebook and BeBo, and are Looking for an interactive experience. Our flash—based web design fitted well with their expectations.

Merchandising

The "AL" character and house-style that included the road signs and track 'swoosh' provided a strong base for the development of an extensive merchandising range.

Signage

We created a range of totem and way finding signage for the Luge Park.