Macquarie Ice Rink

We were engaged to develop a new brand identity including key messaging, visual overhaul and website.

The challenge

As Australia’s only indoor-shopping centre ice rink, Macquarie Ice Rink needed a website that was a reliable source of information for customers, strengthening brand identity and providing the best user experience possible. An iconic Sydney centre for more than three decades, the rink also needed a fresh and contemporary visual identity to capture brand values and distinguish market leadership. The multipurpose use of the rink meant that thought also had to be given to how the visual identity would translate across various customer communications and on different devices.

The solution

Working together, Macquarie Ice Rink and Impact Institute 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. 

The outcome

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.