The Grid currently boasts next-level immersive experiences: racing, arcade gaming, live entertainment, and dining. The goal of the rebrand was to give The Grid a strong and distinct identity inspired by a Retro-Futurist aesthetic.

The final brand design appeals strongly to the nostalgic aspect of arcades and karting while maintaining a modern sensibility. The logo is inspired by 70’s typefaces and the shape of a racetrack. I designed an ad campaign to go alongside the rebrand. The “Night at The Grid” campaign aims to bring increased traffic to the Grid especially during the darker hours in the winter when many outdoor activities are less accesible.