IKONO: A brand to ignite the imagination


Services PROVIDED:

Brand strategy
Visual & verbal identity
BRAND GUIDELINES
ENVIRONMENTAL GRAPHICS
Marketing Assets
Website/UI design

Insight

IKONO is an immersive experience brand that combines art, play and the unexpected to delight visitors. With locations in seven major cities across Europe and more on the way, the company is experiencing rapid growth.

Challenge

IKONO is unlike the traditional, passive museums and one-sided offerings in the “immersive experiences” industry. They needed a brand strategy and identity to differentiate their brand from these other offerings.

Solution

Visitors are drawn to IKONO by an innate desire for individuality, seeking out occasion to feel special and different. By embedding the free-form creativity of the IKONO experience into the brand itself, we crafted a unique identity that puts self-expression front and center.


BRAND STRATEGY

When disruption and immersion collide

When you think of immersive experiences, what comes to mind? Meow Wolf? The Vegas Sphere? That traveling Van Gogh exhibit? IKONO is an entirely new vision. While these are largely passive experiences, IKONO offers authentic immersion—full sensory interaction with eclectic worlds that reignite the limitless creativity within each visitor.


brand IDENTITY

Crafting an IKONIC visual language

As part of our discovery process, our team traveled to Budapest and then Barcelona to see IKONO for ourselves. We knew from the moment we stepped inside that these extraordinary spaces would be the stars of our visual identity system. Our job was to craft a framework to showcase these moments—a bold, vibrant, and playful system that reflects the wonder of the IKONO experience.


Visual System

Patterns and Bento System

During our discovery process, we studied the floorplan of each location and were impressed by the thoughtful way that each room, or “world”, flowed into another. That flow inspired our “Bento System”, a library of modular shapes that serve as windows into these extraordinary worlds.

We also took inspiration from the artwork within the spaces to develop a series of patterns that provide a secondary set of elements that reflect the creativity of the brand, and bring cohesion to the system.


Brand Activation

Connecting the brand with community

The first test of any new brand is the rollout, and IKONO’s flexible new identity came to life seamlessly across the company’s ecosystem. From signage and merch to social and ticketing, the brand evolved and expanded in delightfully unexpected ways. Most importantly, it achieved our primary goal: to establish IKONO as a distinct and visionary trailblazer in the growing field of immersive experiences.

Mousepad and sweater design example
Example of pin designs

Digital Activation

A made-for-mobile website

With over 90% of IKONO’s web traffic coming from mobile devices, it was essential that we create a web experience optimized for those users. And with locations in six different countries across Europe and plans for more, language localization was also a priority.

The website itself is designed to be an immersive journey. Through rich imagery and video, the user is led through each location and given a glimpse into the eclectic worlds and imaginative spaces within IKONO.

Results

Results

Since the brand launch, IKONO has experienced tremendous growth, including three new locations opened, three more in the planning stages, and global expansion on the horizon. Our team is lobbying hard for a SoCal location.

170%

Year-over-year revenue growth since the rebrand

1M

Projected ticket sales in 2025


Let’s move things forward.

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