Designworks Australia has taken out a coveted AGDA Judges Choice Design Award and a Distinction, for its fun, playful – and highly successful – refreshed brand identity for AMF, part of the Ardent Leisure Group.
Announced over the weekend, the AGDA (Australian Graphic Design Association) Design Awards recognised the most outstanding work produced in Australia during the past 12 months. Designworks received its Distinction and Judges Choice awards for repositioning and brand refresh for AMF, in line with the company’s plans to revitalise the brand visual assets and increase appeal.
Using the concept of ‘Rediscover Funtopia’, Designworks developed a revitalised identity for AMF that communicated a broader, more contemporary entertainment experience with bowling at its heart.
“We have families, teens, young socials and league players that know and love AMF already, so it was important to create a refreshed position that appealed to a broader audience, whilst leveraging AMF’s strong heritage,” explained AMF’s general manager marketing, Kate Gillis.
“What Designworks created was a careful balance of these needs, but also an incredibly strong, creative and playful brand that has worked on broadening our appeal and brought the concept of ‘Funtopia’ to life.”
Designworks’ creative director Clinton Duncan, said the brand refresh created something “completely different, yet still familiar to AMF’s loyal customer base”.
“In developing the revitalised AMF brand, we wanted to keep what people knew and loved about AMF but make it more relevant and engaging for today. To remind people that AMF is the place for good, old fashioned fun. That thought guided a reimagining of their brand organised around a simple yet joy-filled idea; Rediscover Funtopia,” he said.
“Working with AMF to re-imagine their brand presented our creative teams with an all too rare opportunity to let go, and embrace all the energy, joy and fun that each center offers. It’s not often you get to present an idea with a hot-dog air balloon in it and the client says yes!”
The Rediscover Funtopia positioning is now being utilized across a multitude of channels and platforms, expressed through an updated logo mark and colour palette – often used in eye-popping combinations. The key to the refreshed brand is a new suite of imagery in the form of 3D illustrations to create a series of playful, eye-catching dioramas depicting the world of fun available within every AMF centre.
Each element speaks to a part of the offer from the hero bowling landscape to the food, laser and arcade games.
The new brand elements have been developed in line with AMF’s overall revitalisation program, which includes building on the already successful arcade games area, improved food and beverage menus and new website and online booking facility.
The AMF project team:
Creative Director: Clinton Duncan
Designers: Jerome Lousick, Ali Ozden
Strategist: Amanda Syzlo-Duncan
Client Service: Kate Ryder, Alison Tanudisastro
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption? BW: […]
Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]
Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date. Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]
World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]
Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]