Oxygen Activeplay

The pioneers of play

What we did

Play is powerful. It’s where imaginations are set free. SAINT defined a full brand DNA strategy fit for aggressive growth, challenging the team to become the Pioneers of Play, to redefine their category and become the sector leader. We pushed them to think big, on the scale of the world’s most iconic entertainment brands. They listened.

The full monty rebrand and guest experience was born. We teleported ourselves back to our ten year old selves, into the minds of the kids who love to play in Oxygen’s spaces, exploring what makes play so good for the mind, body and soul.

From there, we developed a full brand strategy, including employee behaviours and direction, followed by a fit for purpose core visual identity and tone of voice system. A unique, identifiable illustration style was crafted, alongside a bespoke, ownable typeface engineered to reflect the bounce you feel in the parks.

We developed the look, feel and identity for the Crew, including apparel, with the now famous “sock” designs conceived along the way.

Emotive, genuinely expressive reactions drive the creative direction for photography and film, and with the fantastical ‘Oxygen Worlds’ we created we pushed the boundaries of normality. Big time fun, indeed.

The result

A holistic rebrand rolled out at the flagship Manchester site, positioning Oxygen Activeplay as the category leader and a genuine Pioneer of Play.

What we did

Brand Strategy
Brand Identity
Film & Photography
Campaign Creative
Experiential Design
Interactive Game Design
Art Direction
Illustration
Motion Design
Print Design
Interior Design
Interior Art
Animation
Copywriting
Signage

Wall mural reading 'Are you ready for Big-Time Fun?' beside a cartoon control panel labeled Imaginator-X with a lightbulb, pipe, and valve wheel
Oxygen_rich_V2_DSCF1644-2a

Experiential spaces to spark minds and bodies into Activeplay.

Working closely with the interior designers to make sure the brand landed properly in every space: full signage applications, tone of voice punchlines, fun guest journey wall art and touch-points, motion graphics across digital walls, and fully immersive experiential zones conceptualised and executed.

We created multiple expo style spaces, combining traditional theatre style hand painted propping in Down Undies Land, complete with Mrs Farty Pants and oversized tumble dryers to climb through, into Mello Yello Land, where guests navigate the Custard River, a digital touchscreen game of floating lemon slices and splatting fried eggs, illustrated in full brand styling and executed in an old-school 8-bit aesthetic, sound effects included.

A child plays on an interactive floor projection of a fried egg, near a plush egg-shaped cushion, in an exhibit with vivid food-themed murals

Promotional campaign films

It’s Millie’s 10th birthday. “What are we going to do dad?” Mum recalls the failure of the washed out BBQ last year and the inappropriate clown for her 8th. Oxygen to the rescue!

We produced this film end to end from concept through to the final cut.

Oxygen Activeplay logo

We don’t just work for you. We work with you.

Talk to us

I believe there are two principal areas that set SAINT apart from others I have worked with.

Firstly, Paul and the team are committed to spending considerable time with the senior team and customers to ensure they have a deep understanding of the business and the aspirations for the customer proposition and the brand. Second, the collective creative ability amongst the team is remarkable, offering a relentless stream 
of high quality solutions to the brief - this is matched by a client friendly approach to presentation of the creative output. In my experience - unique in its quality. SAINT are great fun to work with, they have exceptional talent in their team, their creative output is of the highest quality and I know I will be working with them for many years to come
David Hill

Private Equity Chair, Multi Site Leisure, Hospitality, Education