UCube at Marvel Stadium

Branding campaign

Scope

Logo

Creative Direction

Strategy

Advertising 

Signage and way-finding

Social campaigns

Digital design and development

Contributors

Stevie Dellamarta / Creative Director

Harry the Hirer / Construction

3810 / ActivatIons

uCube is a new AFL kids' zone at Marvel Stadium in Melbourne. Presented by Woolworths and AFL Playground, the colourful, interactive space is all about sensory play for kids. There's a tackle zone, foam pit, goal kicking area, ball pit and locker rooms.​ Malone & Camille was engaged to develop the concept, branding and environmental livery.

UCube at Marvel Stadium

Branding campaign

The logo reflects the various play zones of uCube’s giant 3D shape. The more the eye focuses on the logo, the more its appearance changes focus. uCube aims to challenge and surprise.

 

The design also needed to incorporate the colours of select AFL clubs including Carlton, North Melbourne, Essendon, Western Bulldogs and
St Kilda Football Club.

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