An inspiring new urban playground, it’s a free jumping revolution! Truly Deeply creates the name, brand strategy, identity and environmental design for Australia’s first trampoline universe.
Australia’s first trampoline universe, this is a spring-loaded urban playground that is all about jumping high, and landing soft and safe. A brand new concept of fitness and entertainment, Bounce Inc features more than 100 interconnected trampolines, 500 square metres of foam pits and padding to land on, and trampoline ‘dodge-ball’.
The first location in the Melbourne suburb of Malvern. The company has plans to set up more urban playgrounds across the country within the next few years.
A completely new concept in Australia, Truly Deeply not only had to craft a brand to engage the target audience; it had to define a new category of entertainment.
The design challenge was to turn a massive concrete warehouse into a space filled with colour, energy and the right degree of urban attitude. This was a tough brief to soften a hard space while balancing appeal to serious adrenaline sport athletes as well as young kids and their mums.
In a world where adrenaline sports are the domain of a handful of risk seeking extreme athletes, Bounce offers ‘an airborne adrenaline rush with a soft landing’ to anyone who wants to jump around. Bounce is a spring-loaded urban playground, a fantasyland for free jumping and all that’s made possible when hard surfaces are replaced with circus-grade sponge and spring.
The brand needed to reflect the right balance between hard-core urban street credibility as well as appeal to soccer mums.
“It was critical for the brand name, proposition and visual identity to clearly communicate the defining product attributes as well as the raw energy and attitude of the brand”, says David Ansett, Founder and Chief Creator of Brands at Truly Deeply.
“To ensure the brand’s visual language worked in such a large space we made the graphics even bolder than the space and using colour that turned a mass of concrete surface into a powerful graphic canvas. To bring the outside ‘in’ a key design element was repurposing the idea of concrete into plaster walls, signage and even collateral to take ownership of concrete rather than treat it as a surface to hide.” added Ansett.
The design of the environmental branding of Bounce is crucial to bringing the brand values of Spirit, Vitality, Energy and Rush to life. The work we’ve done in creating a unique and visually powerful branded space for Bounce has been the single most critical factor in transforming a huge, old warehouse into an engaging wonderland on which to scale a branded business.
Truly Deeply worked with the founders of Bounce to create the name, brand strategy, identity, environmental branding, uniforms, website and marketing materials for the concept.
Bounce opened on 18th August 2012 and within two days, bookings were required for all sessions. Within a week, forward bookings for parties and events were booking up for several months.
The company’s facebook page achieved more than 8,000 ‘like’ within weeks of opening and is continuing to grow rapidly.
We needed a brand that brought to life our vision for BOUNCE and packaged it in a way that would excite our market. The team at Truly Deeply has achieved this and more”, says Antony Morell, Founder of Bounce Inc.
What I’ve valued most about working with Truly Deeply has been the total collaboration. The process combines everyone’s best thinking and the outcome cuts straight through the noise and excites people about Bounce,” added Morell.
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