The time of Aussie parents picking between their kids having a blast and their own well-deserved relaxation is over. It’s time for a revolution!

Hoopla is a new contender poised to become Australia’s largest indoor playground, offering cutting-edge indoor rock climbing arenas, expansive playgrounds, fully-enclosed toddler zones, both full and kid-sized tenpin bowling, and a variety of other exciting activities, topped off by a premium food and beverage offering.

With decades of experience operating some of Australia’s largest indoor play centres, Playfection turned to us to bring this ambitious vision to life, creating an indoor entertainment destination that is truly enjoyable for the whole family.

Hoopla means Entertainment Unlimited

Fun is more than just a logo; it’s a feeling. Our main audience is the family decision-makers—the mums and dads—and that the key factor in their decision would be the assurance that the whole family would have fun.

The word “Hoopla” may be largely forgotten today, but it still stirs up nostalgic memories of a time filled with carefree joy. It is an empty vessel, ready to be filled with unlimited possibilities. From there, a visual and verbal language quickly emerged, designed to resonate with both the young and the young at heart.

The notion of ‘entertainment unlimited’ is embedded directly into the brand through the infinity symbol within the Hoopla logo, further emphasised with strong type-led comms, showing the continuous range of activities offered and the diverse family members we aim to engage.

Feeling words

A single typeface, Champ, can say so much. It is full of character, and playfully joins customers on their journey, scaled up for impact, or dialed down for clarity. It’s versatile, playful, and adaptable, able to shift in tone to suit any context.

Where user-experience meets real-world demands

The Hoopla website is a critical point of interaction for every customer. The majority of site users are parents navigating the site with their phone in one hand, with the other hand and most of their focus on feeding/dressing/wrangling multiple family members. A user-centred approach to design has never felt so important to the brand experience.

The site became an exercise in balancing engaging UI and effortless UX. We worked with the Hoopla team to refine the content plan and site architecture, then ensured a richly immersive experience, seamless integration with booking systems.

Signage and Wayfinding

We developed an elevated wayfinding system to make it easy for people to navigate through the busy space. The system is vibrant and engaging, incorporating bold colours and playful elements.

We identified opportunities for conversational messaging and distinctive place markers to guide and connect visitors with key locations in a more personal and interactive way.