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Aero Turf
- Client
- Aero Turf
- Discipline
- Campaign, Content, Brand Identity
- Year
- 2024
- Services
- Launch campaign, Social media design, Moment marketing, Pricing & offer communication, Cover & banner design, Signage — feather flag, Logo design — DFSL, Layout & art direction
01Overview
Launch campaign and always-on content for Aero Turf — a FIFA-certified rooftop football turf on the 8th floor of a building in Mirpur, Dhaka.
The work runs from the Coming Soon cover and launch countdown to the FIFA certification story — including a topical post riding a trending bank launch — pricing and membership tables, seasonal offers, location and metro posts, and an 8th-floor feather flag for the building entrance. Alongside it sits a new identity: the logo for DFSL, the Dhaka Futsal Super League.
02Challenge
A football turf on a rooftop can’t be found from the street.
Aero Turf sits on the 8th floor of a market building in Mirpur 12, Pallabi — nobody walks past it by chance. Before the first booking, Dhaka had to learn that it exists, why it’s different, where it is and what it costs. After opening, players needed a steady stream of reasons to come back.
03Objective
Make a rooftop turf feel like a stadium — and make booking it effortless.
Every post has one job: a reason to come (the FIFA-certified pitch), a reason to come now (an offer or a holiday), or the information to book (slots, prices, location and a phone number).
04Thinking
Night-match colour. One loud voice.
The system borrows from floodlit football: a deep purple field, stadium lights and halftone dots, with a single heavy italic display face set in white and stadium yellow. Photography of the actual pitch is washed in purple, so even phone shots read like match-night broadcast graphics — and the logo always sits in the same top corner.
05Creative Direction
Launch it like a fixture.
The opening was built like a match build-up: a Coming Soon cover with the rooftop pitch ghosted behind it, then a countdown under stadium floodlights, then the switch to “We are open for your ultimate tournaments”.
06Identity
Turning a certificate into a headline.
The FIFA field certificate is the brand’s strongest proof, so it became content twice. Once presented formally, with a gold seal. And once as a piece of moment marketing: when a bank’s “country’s first vertical credit card” launch had the whole internet talking, the certificate was printed onto a pitch, “horizontal” and “vertical” were struck through, and the post landed the only “first” that mattered here — a rooftop turf. It borrowed the conversation everyone was already having, and pointed it at the pitch.
07Campaign
Offers that read like a scoreboard.
Price is the deciding detail for a booking, so offers are set like a scoreboard: the old price struck out, the new one lit up, and the percentage in the biggest type on the page. Seasonal lines — “Beat the heat, score a deal”, “Warm up with big savings!” — keep the same frame as the weather changes.
08Execution
From the feed to the front door.
The system carries off-screen to the building itself: an 8th-floor feather flag at street level points players up to the pitch. Location posts close the loop online — a map pin on Mirpur, and “Just a quick metro ride away!” connecting the rooftop to the nearby metro line.
09Outcome
A hidden venue with a stadium-sized presence.
Launch, proof, price, place and promotion all speak with one voice — purple, floodlit and unmistakably Aero Turf — and the template is built so every new offer slots straight in.
10Gallery
11Reflection
When the venue is hidden, the brand has to be loud — and consistent.
The decisive choice was consistency over novelty: one colour world, one typeface, one corner for the logo. Every post, however small, adds to the same picture.