Working together, Macquarie Ice Rink and Filtered Media developed key messaging that would position the rink as ‘The Place To Skate’, with the feeling of happiness underpinning the visual identity of the brand. A logo, colour scheme and updated mascot were all designed with the playfulness of this visual identity in mind.
Macquarie Ice Rink’s website also underwent a comprehensive redesign, focussing on usability and clarity of design to appeal to a range of audiences while maintaining the brand story. Customers of the rink range from figure ice-skaters and competitive speed skaters training for the winter Olympics,through to school groups and children’s birthday parties.
Since its launch in March 2016, the website has reduced customer calls to the centre by improving accessibility of information for customers, and simplifying the planning process for events and skating sessions. An integrated management system means the website is easily maintained and regularly updated, resulting in a 47% increase in monthly page views in the first month alone.