Canlan Sports operates multiple ice skating facilities across North America, grounded in the mission of providing accessible hockey and skating experiences. Looking to expand beyond the rink, Canlan envisioned GameDeck—a new family entertainment offering designed to give people reasons to stay longer, hang out, and remain connected even when they weren't skating.

As Lead Designer, I brought this concept from vision to launch—developing the complete brand identity, designing the website and booking experience, and directing the physical transformation across locations.

The challenge was we needed to clearly communicate what GameDeck was to new visitors, create a seamless booking experience integrated with third-party scheduling, build transparency around pricing, and bring the brand to life both digitally and physically.

We piloted the concept at York and Burnaby locations, reimagining restaurant spaces into interactive sports zones featuring over 25 games, sports simulators, and a lounge atmosphere. Customer feedback drove every decision—from user testing with focus groups that shaped website layout, to iterating pricing cards into an interactive slider that let customers see costs update in real-time. An energetic, turf-inspired visual system brought GameDeck to life with a distinct identity that remained consistent with Canlan's broader brand. Motion graphics, seasonal campaigns, and promotional videos across social and in-facility displays drove awareness and kept players engaged.