Mr. Raji

CEO of Helium Park

Platin understood my brand with great intelligence and expertise, revealing its hidden aspects and transforming it.

In 2018, Yekta Tandis Abadis Company launched Helium Park, the first and largest trampoline park in Iran. Designed as a comprehensive recreational space, Helium Park offers diverse attractions including play and sports areas, a café, a fast-food section, and a multifunctional hall for hosting events, parties, and more. It caters to all age groups, with the first branch in Mashhad spanning over 3,000 square meters and the second, located in Tehran's Iran Mall, covering more than 4,000 square meters.

Having established itself as a popular brand in Mashhad, Helium Park sought to expand to Tehran. However, this move presented two primary challenges:

1. Cultural Differences: The audience in Tehran, with its urban dynamism, differed from Mashhad’s, necessitating a tailored approach to brand positioning.
2. Location Accessibility: Iran Mall’s remote location posed logistical concerns, particularly for families with children, potentially restricting visits to weekends.
To overcome these obstacles, Helium Park enlisted the Platin Marketing and Communications Agency to redefine its brand strategy, visual identity, and audience engagement for the Tehran market.

In Mashhad, Helium Park primarily targeted children and families. For Tehran, Platin proposed broadening the target demographic to include teenagers and young adults (ages 14–28), known as Generation Z. This group, underserved in the realm of indoor entertainment, provided an opportunity to position Helium Park as a go-to destination for active, youthful recreation.
The concept of defying gravity, inspired by the trampoline experience, became the central theme. This idea evolved into a broader brand philosophy, emphasizing freedom, individuality, and breaking free from societal norms.

To bring this vision to life, Platin’s creative team redefined Helium Park’s visual and verbal identity:
• Visual Identity: Inspired by the rebellious energy of street art and the agility of animals like cats, the park’s design embraced bold graffiti-style elements and dynamic visuals to captivate a younger audience.
• Custom Typography: A bespoke font was designed to maintain a cohesive visual identity across both Persian and English branding materials.
• Verbal Tone: A casual, conversational tone was adopted, reflecting the park’s youthful and approachable personality. The tagline “A New Version Of You”, complemented by phrases like “A Cooler Version Of Excitement”, “A Cooler Version Of You”, embodied this ethos.

Platin extended the trampoline’s defiance of gravity into a metaphorical framework. Helium Park was positioned as a space where visitors could escape societal pressures and embrace their authentic selves. This empowering message resonated deeply with the independence and creativity of Generation Z.

A distinct brand voice was developed, using a blend of colloquial expressions and dynamic phrases to appeal to younger audiences. This verbal identity was meticulously documented in a comprehensive brand manual.

Helium Park’s rebranding for its Tehran branch seamlessly integrated bold visuals, empowering messaging, and a clear strategic focus. By positioning itself as a unique, inclusive space for Gen Z, the brand overcame initial challenges and successfully established itself in Tehran’s competitive entertainment landscape. The project stands as a testament to Platin’s innovative approach, exceeding client expectations and setting a new benchmark for experiential branding.