QUEST CUBE
Main Event sought out Harrison's help with naming, positioning strategy, visual identity, and wayfinding for their new in-center immersive experience: Quest Cube. Essentially, the Quest Cube is a large box or room that Main Event has built within each of its five Houston centers where guests can enter and play various interactive and immersive games. These games would change out every so often as theming and IP (intellectual property) partnerships change. For the Quest Cube's launch in Houston, Main Event has partnered with Skydance Studios to bring guests a game called Randomizer Rush that features content inspired by Skydance's new film, Luck.
I, along with a creative team at Harrison, worked through a thorough naming process with the client, which resulted in "Quest Cube". This name had to be all-encompassing and not too experience-driven since the game itself within the cube would change. The name Quest Cube was well received by all since it fosters curiosity and exploration while being pretty direct about it being a cube. It simply is a large cube that you can experience some sort of journey within.
As for the identity, the primary mark is a simplified depiction of the cube itself with the brand name "Quest Cube" written vertically on the walls. Again, we wanted to demystify the experience a bit and keep things pretty literal, but also make every aspect of it, though a mystery, captivating and inviting. The open door and light from within cast onto the floor help the identity accomplish this sense of gravity and intrigue, while also allowing the overall shape to resemble the letter Q.
We also got to design the cube itself. In addition to the design of the wrap that goes onto the cube's walls, we added a banner-like sign that goes around the top of the Quest Cube. This acts as a bold beacon of the Quest Cube's presence while covering up the unattractive fire code-compliant mesh "sock" that covers the top of the cube. On the wall graphics, we kept them simple to let the partner's IP do most of the talking. Graphically, the idea was that everything was tied to the door of the cube. The door is the heart of it since that is where the adventure and experience begin. The areas where the current Luck IP is placed would be the assigned area for all future IPs as they come. This area could also be replaced with Quest Cube-specific IP in cases where there is no partnership.
VISUAL IDENTITY / ENVIRONMENTAL GRAPHICS / WAYFINDING / BRAND GUIDELINES / ANIMATION
