one voice.

300 Locations.

Creative Direction

Team Management

Brand Systems

Directing creative for Sky Zone, DEFY, and Rockin Jump. Everything from in-park screens and painted walls to the operations manual nobody was supposed to notice.

Client

CircusTRIX

Skyzone

Role

Project Management

Creative Insight

Scope

In-Park Media

Mural Design

Campaign Systems

Year

2021
-
2026

THE

Situation

Sky Zone is the world's largest operator and franchisor of indoor active entertainment parks — over 300 locations globally, plus two sibling brands under the same umbrella in DEFY and Rockin Jump (now closed.)

I ran creative for all three, working directly with their executive team.

Guests Per Year

the

Problem

A 300-location franchise generates creative demand that never stops and never repeats. A local event promo, a membership push, a birthday campaign, a franchise development ad, an in-park TV animation, a wall mural, and a 70-page operations manual can all be moving on the same timeline.

Every one of those had to feel like the same brand.
None of them looked anything alike.

And the five designers producing it didn't work for me. They were shared across the agency's entire client roster, with workloads that shifted daily. I couldn't assign work by authority — I had to plan capacity, make the case, and protect the standard while someone else's deadline was also on fire.
Consistency at that scale isn't a design problem. It's a direction problem.

Approach

Triage before Design

Every request arrived as a PDF. The first creative decision was never "what should this look like" it was "who builds this, how long does it actually take, and what does it displace." I scoped and estimated every ask before it touched a designer, then delegated based on real capacity.

Two registers, one brand.

Guest-facing creative could lean into energy and movement, that's what sells a birthday party to a nine year old. Operational materials couldn't. The park operations manual, the VIP and hiring cards, the display pricing tiers: those had to prioritize clarity and usability first, and still read as unmistakably Sky Zone.

Selected

Work

brand at the point of experience

cozytv

Safety messaging still needs to feel designed.
I developed the visual direction and animated the first four rules, turning required in-park messaging into something energetic enough to belong in the experience.

murals that brand at an architectural scale