WORK | CASE STUDY

ARENA

23

BRAND IDENTITY  |  PRINT  |  DIGITAL  |  WEBSITE

Client

Arena23

Industry

Family Sports Entertainment Center

Scope

Brand Identity – logo, type, colors

Print – Ads, flyers, gift cards

Digital – Renders, ads, social media

Website Design

Deliverables

AI • EPS • PDF • PNG • JPG

THE BRIEF

"Nobody had done this in Arizona before. We needed a brand that communicated the concept instantly — and made people want to show up."

Arena23 was a first-of-its-kind concept for the state of Arizona — an indoor sports amusement park where families and sports fans could walk in off the street and play 8 different sports simulators (baseball, soccer, football, dodgeball, basketball, tennis, skiing, and boxing) using a point-based wristband system, no training required. The "PostGame" café added a cereal and ice cream bar to round out the experience.

The challenge was communicating an entirely new category of venue in a market that had never seen it before. People needed to immediately understand what Arena23 was — and why it was worth the visit — from a digital ad, a flyer, or a social post alone. The brand had to carry that weight across every touchpoint.

Limitless built the full creative identity: logo and brand system, website, print collateral for in-venue and promotional use, and a digital ad suite to drive foot traffic across the Chandler and greater Phoenix area.

CHALLENGES TO SOLVE

COMMUNICATE A BRAND NEW CONCEPT

No category template to borrow from. The brand had to make "indoor sports amusement park" legible in seconds — on a billboard, a flyer, or a Facebook ad.

MULTI-SPORT VISUAL IDENTITY

Eight sports under one roof meant the brand couldn't over-index on any single sport's visual language — it needed to feel energetic and inclusive without looking scattered.

BROAD AUDIENCE APPEAL

The venue was ages 7 years old and up, so the design had to excite kids, appeal to sports-loving adults, and convince parents it was worth the drive without feeling too niche.

DIGITAL ADS BUILT FOR FOOT TRAFFIC

Arena23 depended heavily on local discovery. Digital ad creative had to stop thumbs mid-scroll and convert curiosity into visits — in a competitive Phoenix entertainment market.

Print collateral for a high-energy physical space

In-venue signage, menus, birthday packages, and day pass materials all needed to match the energy of the space — bold, legible, and durable under active-venue conditions.

"Limitless gave us a brand that looked like we'd been around for years — from day one. The logo, the site, the ads — everything worked together and helped us build something the CITY had never seen before."

— CASEY JACOBSEN

Owner, Arena23