WAS

XXL Sports Experience

Goal

Create the visual identity, commercial architecture, and launch communication for the largest indoor sports facility in Lyon. A unique venue: 8 badminton courts, 5 XL indoor soccer fields, padel, bubble soccer, axe throwing, XCombat, Arrows and Heroes, and a premium dining area. The challenge: instantly position WAS as a “big player” in leisure sports, with branding on par with major American chains.

Road to performance

We designed a bold identity and immersive communication strategy to capture the energy of the space. Commercial architecture, premium zoning, and graphic treatments including monumental 60 x 6m banners featuring American landscapes set the tone: fun, trendy, modern, and accessible. This approach translated the XXL experience promise into clear, distinctive visual codes.

Wins

→ A powerful, instantly recognizable visual identity.
→ A successful launch with “major chain” perception from day one.
→ A premium, inclusive universe appealing to leisure sports and team-building audiences.

Expertise handled in-house by the agency
. Visual identity creation and full brand guidelines . Graphic concept for the venue, production files and follow-up, signage packages, indoor/outdoor signage, graphic treatments . Launch campaign creation