Project Name: Logo and Identity Rebrand for Halo Mill

Timeline: 6 months (as part of a larger company revamp including the website and physical space)

Scope:

• Logo rebranding for two locations and unifying them under one identity

• Social media branding and marketing assets

• Custom signage, large-scale maps, and video screens for the physical location

• Website development

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Challenges:

Halo Mill had two locations with vastly different names, logos, and branding, which had grown independently. The challenge was to create a cohesive brand identity that linked both sites while maintaining their unique experiences. This involved aligning their logos, creating unified content for marketing, and streamlining the user experience.

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Research & Strategy

We worked closely with the directors, staff, and customers to understand Halo Mill’s needs and the pain points of the existing brand setup. By touring both locations and attending events as participants, we immersed ourselves in the experience, gathering insights into how the brand was perceived by its audience. We also studied competitors and other successful event-based brands to see how they used cohesive branding to build recognition.

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Design Process

Based on the research, we developed a brand profile to inform all visual and strategic decisions. The concept of doorways emerged as a key element, representing both the in-game experience (as cover or objectives) and the brand’s potential for growth and innovation. We designed two separate logos with shared design elements, reflecting the uniqueness of each location while bringing them under one cohesive visual system.

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Collaboration

This was a highly collaborative project, with constant feedback from the directors. Initially, one of the logos was not a favourite of the team, but after seeing it mocked up alongside the other assets, they embraced the concept. This hands-on collaboration continued throughout the project, ensuring every element met their expectations.

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Final Deliverables:

• 2 Word-mark Logos for the individual locations and 1 combined logo

• 2 Social Media Mark Logos with adaptable colour-ways

• Animated logos for marketing and video use

• Custom signage for the sites and a large-scale site map

• Brand guideline document to ensure consistency in future marketing and site development

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How We Solved the Problem

The rebranding effort unified Halo Mill’s two distinct locations under a single, cohesive brand identity. The new logos reflected both the indoor and outdoor elements of the gameplay experience, while the brand guidelines established a clear path for consistent content creation and marketing efforts. Our design work extended to the physical location, where updated maps and signage helped enhance the player experience.

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Unique Features

This project stood out due to its scale and complexity. We were asked to stay on after the rebrand to oversee the implementation, ensuring every element—down to the site maps and event signage—was aligned with the new identity. The large-scale map design was particularly unique, as it was crucial to gameplay and immersion, becoming a central piece of the physical environment.

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Quantifiable Results:

Since the rebrand, Halo Mill has seen continued success, with increased foot traffic and growing recognition of the two linked sites. The unified brand has helped reinforce their reputation for innovation, and the consistency across their locations has improved customer satisfaction. The new brand guidelines and maps play a crucial role in enhancing the gameplay experience, giving customers a clear understanding of the environment.

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Long-Term Impact

The rebrand has allowed Halo Mill to continue expanding while maintaining a cohesive and recognizable identity. As they grow, their brand remains aligned, helping to capture new players while retaining loyal customers. The updated branding also supports their innovation in event planning and site management, creating a more seamless experience for their players.

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