Earlier this year, we received an email that made us do a double-take. It was from Five Star Parks & Attractions—a giant in the entertainment industry with 11 theme parks across America, many with multiple locations. One of their biggest parks, Scene75, needed a rebrand. Scene75 is an indoor entertainment powerhouse with five massive locations. (Seriously, Google these buildings—they’re visible from the highway!) The challenge? Modernizing and refining an already established brand while maintaining its strong, recognizable identity.
Our goal was to weave nostalgia with a modern, clean, and dynamic design. The new logo needed to scale effortlessly—from staff shirts to rollercoasters, merch, and even the sides of their iconic buildings. Drawing inspiration from their previous logo, we reimagined the iconic star, incorporating it into the negative space of the “5” in the wordmark—a subtle nod to their parent company, Five Star Parks. The extended star point symbolizes speed and motion, reflecting the energy and thrill of Scene75’s attractions. The final visual identity showcases bold typography, energetic design elements, and custom iconography that represents the park’s attractions. Paired with adaptable layout templates, this system empowers their team to roll out future marketing campaigns with ease.