Hype’s brand identity is based on the idea that the arena with its multiple uses is like a Rubik’s Cube – the different pieces of the service selection are in constant motion to meet the needs of all visitors. To differentiate the service areas visually, each was given its own color theme, which together create a dynamic whole.

Challenge

Our collaboration began in the fall of 2023, when Hybridiarena Hype was still under construction, both as a brand and as a physical building. The challenge was to create a unified brand identity that resonates with diverse audiences, including consumers, B2B clients, sports clubs, and city services. The arena also needed a worthy name to stand out from other similar projects.

Solution

Brand

We developed a brand strategy to keep the visual and verbal identities unified. The arena concept was defined as an experience center that’s worth the hype, combining the best aspects of an active lifestyle to offer an alternative to the office and the living room couch.

The visual identity draws inspiration from the angular shapes found in the building’s architecture. Bold, eye-catching font choices appeal to consumers, while a more traditional option maintains a professional tone for corporate clients. The hybrid nature of the arena is highlighted in titles and captions that combine calligraphy with a sans-serif typeface.

Aligned with the brand identity, we have designed Hybridiarena Hype’s in-house signage, surface decals, digital display content, apparel, brochures, catering menus, and other branded materials. Naturally, the brand is also deeply integrated into the website and marketing efforts.

Online service

The online service was designed with all target groups and customer journeys in mind – ensuring ease of use while delivering a visually striking experience. A standout feature is the building animation that dynamically responds to scrolling at the top of the homepage. Additionally, an interactive floor map was designed to help visitors find their destination.

We also developed an comprehensive online calendar and shopping platform that brings together all the facilities, services, and paths to purchase for both consumer and business customers. Whether booking a yoga class or planning a corporate event, Hype’s entire service offering is available through a single, streamlined system.

Marketing

At the start of the project, a user study was conducted with Innolink to map the demand for the arena in the Helsinki metropolitan area. Based on findings, we defined the cornerstones of the brand and determined the marketing strategies tailored to both consumers and corporate customers.

Initially, marketing efforts focused on making the new arena and its brand familiar. Advertising visuals showcased Hype’s diverse services and highlighted how you can easily spend an entire day at the arena – exercising, working, socializing, eating, and enjoying evening entertainment. These visuals also unveiled the building facade.

As Hype’s marketing partner, we have been responsible for strategic planning, production of marketing material, and paid advertising. We have also managed Hype’s external communications and social media community management.

As a strategic partner to the management, we have played a key role in fostering Hype’s partnerships, including collaborations with external operators such as HOK-Elanto restaurants within the building.

We have also played a significant role in integrating Hype’s visual identity into the interior design. The signage and decals we created are an essential part of the building’s atmosphere. The floor signs, motivational slogans, and custom plexiglass patterns create a cohesive aesthetic packed with athletic energy.

What changed?

Hype is opening its doors in phases, starting with the consumer sports facilities. In the first months, the sales of gym and fitness class memberships have exceeded expectations, and the arena has already hosted several successful corporate events.

In spring 2025, Hype will expand further, unveiling its upper floors with restaurant services and a rooftop terrace featuring a swimming pool – offering even more ways for visitors to enjoy their day. Guests can also look forward to a variety of entertainment events, from intimate performances on the rooftop terrace to large-scale shows in the 1,500-person Elämysareena hall.