The team behind Recess approached Atomicdust for help bringing a new concept to St. Louis. We created a brand that strikes the right balance between nostalgia and modernism, indoor and outdoor, action and relaxation.
Recess STL would introduce a new game to the region—airbowling, a cross between football, bowling and cornhole—plus traditional favorites like ping pong and bocce ball. An escape from the daily grind, the spot would include local beers and plenty of space to unwind in a 100,000 square-foot warehouse.
Inspired by backyard barbecues, basement hangouts and leisurely Saturdays, we designed a brand identity using classic colors and juxtaposing retro and modern type. A repeat pattern with blacktop game chalk drawings signals the recreational vibe and adds texture and depth.
Recess’ initial space is only temporary, so we needed to create environmental graphics that could be easily moved and would make an impact in the gigantic warehouse. We designed large banners for both the interior and exterior of the building, plus wayfinding floor graphics and signs declaring game rules.
A simple splash page with an inviting description of Recess’ atmosphere and links to social profiles whetted appetites until a fully developed website was ready to launch. With only a few pages (the goal is to get people offline and onto the courts), the full site gives visitors a chance to glimpse the games, sign up for events and book parties.
Recess opened to immediate success, the city eager for a new option to kick back, relax and go airbowling.
