Big Red Group
The Experience Network
Project Information
Background
Big Red group is an ever-expanding, multi-faceted network delivering experiences on a global scale to millions of people every day. A powerful connector that provides the industry with comprehensive support and trusted intel, experience operators with quality customers and prospective employees with greater opportunity.
Challenge
The existing brand lacked the personality and energy needed to reflect the vibrancy of its product offering. Our challenge was to craft a B2B brand experience that balanced excitement with professionalism, capturing the dynamic nature of the experiences industry while maintaining the credibility of a market-leading business.
To achieve this, we needed to position Big Red Group as the undisputed leader in the experience sector, creating a brand that not only resonates with partners and stakeholders but also inspires confidence in their ability to connect millions of customers with unforgettable experiences.
Solution
We developed the positioning ‘The Experience Network’ to establish Big Red Group as the global leader in the experiences industry. With renowned brands like Red Balloon, Adrenaline, and Experience Oz under their umbrella, this confident and direct positioning underscores their unmatched ability to connect millions of experience seekers with unforgettable moments.
To bring this positioning to life, we crafted a robust visual identity centered around the theme of connection. As the world’s leading experience network, Big Red Group bridges the gap between experience operators and millions of eager customers. Our goal was to represent this connection in the most straightforward and impactful way possible.
At the heart of this identity lies the ‘Big Red Connector,’ a simple yet powerful mnemonic that embodies Big Red Group’s role as a facilitator of meaningful experiences. This connector became the foundation of a dynamic icon system, a refined visual style, and distinctive brand elements that seamlessly translate across all products, platforms, and channels.
By integrating the ‘Big Red Connector’ throughout the brand, we created a visual language that not only reinforces the group’s leadership but also celebrates the connections and moments that define their mission.
Testimonial
“Gareth is up there with my all-time favourite people to collaborate with. From brief to actual finished product the process was seamless, exciting, challenging and satisfying. Gareth sets out to challenge you and himself to deliver the ultimate outcome visually. The new brand corporate look and feel for the Big Red Group exceeded my expectations. It fits perfectly with who we are now and our aspirations for the future.”
Jemma Fastnedge – Chief Sustainability Officer, Big Red Group
The humble dot evolved into a dynamic system of connectivity, forming the backbone of the visual ecosystem. From the logo mnemonic to the versatile iconography, it transformed into a powerful symbol of experience, interaction, and possibility.
Iconography often falls flat, we set out to change that. By creating a layered, textural icon style, we built a system that feels distinctive, characterful, and deeply connected to the brand story.
The brand’s digital presence is driven by bold design and confident use of colour. We crafted a B2B experience that communicates strength and clarity, delivering the brand’s energy and assurance with every scroll.
This bold aesthetic was seamlessly carried across every customer touchpoint, from digital presentations to print collateral, including annual reports and onboarding documents, ensuring a cohesive and confident brand experience at every level.
Brand colour, front and centre. We crafted a suite of photography that feels authentic, engaging, and unmistakably on-brand, capturing real moments with a bold, consistent visual energy.
The signage system brings together all core brand elements into a cohesive whole. Bold colour, confident logo application, and distinctive iconography work in harmony to create a clear, unified brand experience at every touchpoint.
