As part of the ongoing evolution of The Hub, I developed a lifestyle-led brand concept designed to reposition the business beyond a traditional family venue and towards a brand built on routine, belonging and experience. This concept forms the creative foundation for how The Hub will continue to develop visually, culturally and commercially.

The thinking behind the concept was driven by research into competitors and comparable spaces, both locally and nationally. Many family venues and soft play centres operate well functionally, but often share similar visual language and positioning, making them difficult to distinguish. In contrast, successful lifestyle brands such as modern coffee shops and membership spaces focus heavily on atmosphere, identity and emotional connection. This concept explores how The Hub can sit more confidently within that space while still remaining family-focused.

Visually, the concept introduces a softer, more refined aesthetic through muted colour palettes, premium typography and clean composition. The intention is to create a calm, confident brand presence that feels considered and modern, supporting trust and perceived value. This approach is particularly important as The Hub continues to grow its membership offering through the Hub Club, where brand perception directly impacts willingness to commit to a recurring subscription.

The lifestyle application of the brand was a key consideration from the outset. Rather than existing purely within digital spaces, the concept was designed to translate naturally across physical touchpoints such as merchandise, takeaway coffee cups, tote bags and in-venue materials. This allows The Hub to feel present in customers’ everyday lives, reinforcing routine and familiarity in the same way strong lifestyle brands do.

Crucially, this is not a complete departure from the existing brand, but an evolution. The concept retains recognisable elements, including the Hub Club identity, while elevating the overall feel to support long-term growth. It aligns with wider business changes already underway, including cultural shifts within the venue, migration onto a new digital platform, a full website redesign and increased investment in advertising.

This concept is now being used as a guiding direction for implementation across branding, digital platforms and future product development, helping The Hub move from being a place people visit to a brand people belong to.