A new name and identity for Queensland’s largest high ropes course that speaks to its unique, urban setting.

Located in Maroochydore, Queensland, Next Level is Australia’s largest high ropes course.

As part of the redevelopment of Sunshine Plaza, Lend Lease approached Trees Adventure to create a course that would span across Cornmeal Creek.

Comprising three, 22m high hexagonal steel towers, the park has 7 circuits spread across 4 levels, with a total of 140+ aerial activities including 16 ziplines.

Trees Adventure approached Self-titled to bring their brand to life through naming, visual and verbal identity, signage, website design and marketing.

Solution

An urban course on poles – rather than in trees – provided a different design opportunity with vertical stacking of levels at taller heights than what’s usually achievable. This quickly informed the Self-truth® of Level Up, driving an ambitious, playful creative output.

We named the park ‘Next Level’ as the higher the level, the harder the circuits get.

Seeing the parallels to the platform video games we grew up playing, we created a custom 8 bit font, complete with stylised ‘E’s that form ladders when stacked.

The visual identity continues the theme with a pixel icon set and vapourwave inspired tropical sunset and sunrise gradients. Key brand language reflects 80’s computer games, including the naming of the seven circuits.

Self Titled Case Study Next Level Typeface Regular 1

Self Titled Case Study Next Level Typeface Blockout 1

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Self Titled Case Study Next Level Circuits 1

Self Titled Case Study Next Level Website Mobile 1

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Self Titled Case Study Next Level Helmets

Self Titled Case Study Next Level Polo Shirt

Self Titled Case Study Next Level Signage

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Results

Since opening, the park has enjoyed positive media attention and consistently strong bookings.

The brand stands out from the expected ‘George of the Jungle’ style graphics that dominate the industry, providing a strong differentiator and a platform for future growth.

Self-titled worked tirelessly to ensure all aspects of our brand evoked energy, excitement and adventure. What I appreciated was their ability to go above and beyond in creating things you would not have envisioned for your product/service.

Rebecca Williams, Marketing Manager, Trees Adventure