Join the Joy
HOLIDAYWORLD is the world where joy becomes tangible through experiences. This unique 11,000-square-metre leisure centre has been creating memories in Gran Canaria for over two decades. In 2018, after a complete refurbishment of the building, the centre reopened its doors in 2019 with the most complete offer for fun: from the thrilling heights of Wooland Fun Park to the gastronomic delights of Nomad Market, from the musical excitement of Bamm Karaoke to the strategic challenges of Anthology Escape Room, each space contributes to a complete leisure ecosystem that has become part of the island's identity.
CHALLENGE
The project presented multiple complex challenges:
Brand Architecture
Integrating diverse sub-brands while preserving their individual character.
Demographic Balance
Creating a brand that resonates with both tourists and locals across all age groups.
Experience Continuity
Ensuring consistent brand experience across various touchpoints.
Heritage vs. Innovation
Balancing the center's historical significance with contemporary appeal.
Market Positioning
Establishing a distinct identity in a tourism-saturated market.
Emotional Connection
Building lasting relationships with visitors beyond mere entertainment.
SOLUTION
We created a master brand architecture where "Join the Joy" became more than a tagline: it became the spirit connecting all experiences. Each venue maintains its unique personality while clearly belonging to the Holiday World family. The brand identity moves between playful and sophisticated across different touchpoints, ensuring that each interaction contributes to the overall experience. Coordination with the architecture team was crucial to integrating the brand into the space, so that it flowed naturally into the space. The strategic solution centered on two key pillars:
Brand Architecture
- Development of a flexible master brand system.
- Creation of distinct yet connected sub-brand identities.
- Implementation of the "Join the Joy" platform as an umbrella concept.
Experience Design
- Integration of nostalgia triggers with modern entertainment concepts.
- Development of cross-venue customer journey mapping.
- Creation of cohesive storytelling elements across all touchpoints.
VISUAL IDENTITY
At the heart of Holiday World's visual identity stands the HW monogram, a symbol that bridges classic entertainment charm with contemporary design. This duality defines the entire visual language, inspired in the 50's kitchen brochures and its aesthetic: nostalgic pastels dance with modern accents, while playful letters complement with clean lines. Polka dots and diagonal stripes add rhythm to our pattern library, creating a visual playground that's both sophisticated and inviting.
From physical signage to digital spaces, our identity system maintains its impact and purpose. Each visual element has been crafted to tell our story of timeless entertainment reinvented for today's joy-seekers.
"We don't just offer entertainment, we're architects of memories, crafting spaces where happiness finds its home and every visit writes a new story.”
