Kartopia Case Study | SPEEDXMEDIA

Kartopia

Race. Play. Celebrate.

Go-karts, an arcade, soft play and private party space under one roof in Van Nuys. SpeedXMedia’s scope: brand strategy, identity, website, paid advertising and social media.

IndustryEntertainment

ServicesBrand Strategy, Identity, Website, Paid Advertising, Social Media

LocationVan Nuys, Los Angeles

“Part race track, part arcade, part party destination”

Kartopia’s own words, from the homepage of kartopiala.com

Kartopia is an indoor family entertainment center in the San Fernando Valley. One building in Van Nuys holds a go-kart track, an arcade, a soft play area and private party space, and the venue is designed for groups where not everyone is the same age.

The promise was already three words long: Race. Play. Celebrate. Our scope was everything that carries it: brand strategy, the identity, the website, paid advertising and social media.

02 / the circuit

One lap, three sectors

Race, play, celebrate: the brand has three things to sell and one roof to sell them under. Every figure in this section is Kartopia’s own, as published on kartopiala.com.

Kartopia’s indoor track under red lights, a kart rounding the corner in front of a racing mural — The track, from Kartopia’s reel

Sector 1

Race.

Real racing on an indoor track. Head to head, in 5-minute heats, with large groups rotating through. Helmets are provided and anyone tall enough can drive.

5:00per race
6karts on the track at a time
36 inheight minimum, no age limit
15 to 18karts available

Sector 2

Play.

Nobody has to race to play. The arcade is open to all ages and runs on tokens and reloadable game cards, and children 8 and under get a soft play area of their own, with non-slip socks provided.

4tokens for every $1
2lanes of duckpin bowling
8and under: the soft play age range
All ageswelcome in the arcade

The Kartopia arcade: a row of neon-lit games under purple light — The arcade

The soft play area: a ball pit, steps and a slide — Soft play

Sector 3

Celebrate.

Birthday parties are what we do best. That is Kartopia’s own line. Four packages, from a reserved area to the whole facility closed to the public, and all of them start the same way: a request online, then a call from the team.

The starting grid: Kartopia’s four party packages, as published

~~Package 1~~The Celebration BundleUp to 30 guests, 2 hours
~~Package 2~~The Adventure PartyUp to 40 guests, 2.5 hours
~~Package 3~~The Level Up CelebrationUp to 50 guests, 3 hours
~~Package 4~~The Ultimate Birthday BashUp to 85 guests, the private buyout

The party area: red, blue and yellow drum seats lettered Kartopia — The party area

A livery read at speed

The mark

An extended italic wordmark, with a K that breaks into blocks as if it were already leaving the frame. The three-word promise rides underneath it: Race. Play. Celebrate!

The colours

Red runs the header, the hero and the driver’s suit. Yellow is kept for the buttons that book a visit or a party. Light grey gives the venue’s neon-lit photography room.

The shapes

Buttons and dividers lean forward at the same angle, and the dividers end in the same fading blocks as the K.

The driver

A mascot in a red race suit and a K helmet waves from the hero and takes the top step of the podium further down the homepage.

Live at kartopiala.com

Booking is what Kartopia calls concierge-style: submit a request online, a team member calls to confirm, and the date is set. The site keeps that path one tap away, from the Book Your Visit button in the header to the three choices near the foot of the homepage: Book a Party, Plan Your Visit, Sign Waiver.