neutral zone

CASE STUDY

How Soapbox Agency Helped The Neutral Zone Create a Brand That Welcomes, Inspires, and Competes

CLIENT OVERVIEW

Client: The Neutral Zone Industry: Recreation / Community Spaces Goal: Establish The Neutral Zone as Rexburg’s premier community ice rink through bold visual branding and a strategic, welcoming identity.

The Neutral Zone is a forthcoming ice rink in Rexburg, Idaho, designed to serve competitive hockey leagues, figure skaters, curlers, families, and students. Beyond recreation, the Neutral Zone seeks to function as a “third space” for community events, business meetings, and private parties. The client’s vision emphasizes creating an inviting but competitive atmosphere, blending sport with connection.

THE CHALLENGE

The Neutral Zone needed a brand identity that could visually and emotionally resonate with diverse audiences. From competitive athletes to parents with toddlers, from corporate event planners to casual skaters, the brand had to convey a sense of community, energy, and excellence all at once.

Our challenge was to create murals and a logo suite that would both inspire action and cement brand recognition. These assets had to function across large-scale spaces, digital platforms, and merchandise, all while balancing the dual tones of inclusivity and competition.

Key Stakes

Establishing strong brand recognition before the rink’s grand opening
Creating a space that attracts both athletes and families
Supporting the venue’s multipurpose function through cohesive, versatile design

THE PROCESS & DEVELOPMENT

The Neutral Zone approached Soapbox Agency with a request for a full logo suite and three murals to anchor their space visually. Our creative team responded with a strategy rooted in visual psychology: leveraging strong colors and striking visuals to leave a lasting impression, supported by clean, versatile design for broad usability.

Logo Suite

The logo was designed with flexibility in mind:

Icon-only, wordmark-only, circular, and horizontal lockups
Delivered in Adobe Illustrator, PNG, JPG, and EPS formats for future-proof use across signage, apparel, and digital platforms

Logo Suite

The logo was designed with flexibility in mind:

Icon-only, wordmark-only, circular, and horizontal lockups
Delivered in Adobe Illustrator, PNG, JPG, and EPS formats for future-proof use across signage, apparel, and digital platforms

Logo Process

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Mural Process

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FINAL productS

[ba_image_carousel content_alignment=”center” is_autoplay=”off” slide_count=”3″ slide_spacing=”15px” nav_height=”48px” nav_width=”37px” nav_icon_size=”80px” nav_color=”#4bbfbd” nav_bg=”rgba(255, 255, 255, 0)” nav_pos_y=”40%” nav_pos_x=”68px” icon_left=”D||divi||400″ icon_right=”E||divi||400″ _builder_version=”4.22.1″ _module_preset=”default” custom_margin=”-38px||||false|false” custom_padding=”0px||||false|false” global_colors_info=”{}” slide_count_last_edited=”on|desktop” slide_count_phone=”1″ use_nav=”off” is_variable_width=”off” is_equal_height=”on” nav_color__hover_enabled=”off|desktop”][ba_image_carousel_child photo=”https://soapboxagency.net/wp-content/uploads/2025/09/Neutral_Zone_Cafe_Mural.png” _builder_version=”4.22.1″ global_colors_info=”{}”][/ba_image_carousel_child][ba_image_carousel_child photo=”https://soapboxagency.net/wp-content/uploads/2025/09/Neutral_Zone_Lobby_.png” _builder_version=”4.22.1″ global_colors_info=”{}”][/ba_image_carousel_child][ba_image_carousel_child photo=”https://soapboxagency.net/wp-content/uploads/2025/09/Neutral-Zone-Event-Room-scaled.png” _builder_version=”4.22.1″ global_colors_info=”{}”][/ba_image_carousel_child][/ba_image_carousel]

Throughout the process, we worked closely with Jason and his leadership team, offering consistent touchpoints for feedback and collaboration. Our regular meetings ensured that the evolving designs matched the client’s vision at every phase.

Incorporating feedback from city leaders, Soapbox included graphic elements narrating how early settlers, many of whom were first-generation Americans, built the Tabernacle and how community groups—civic clubs, service organizations, churches, and individuals—came together to preserve it after the Teton Dam flood. These additions tied the building’s legacy to themes of resilience, collaboration, and heritage.

Through sweeping visuals and detailed close-ups, the video captures the Tabernacle’s role as both a historical landmark and a living centerpiece of local culture and art.

The results

With murals prepped for production and the logo suite finalized, The Neutral Zone is now positioned to establish itself as Rexburg’s go-to ice destination. Early feedback has praised the balance of professional polish and community warmth.

Client Survey Responses:

HOW SATISFIED ARE YOU WITH THE DELIVERABLE?

“Very satisfied” with branding deliverables  

COMMUNICATION

Murals are described as “eye-catching and inviting.”

HOW LIKELY ARE YOU TO WORK WITH US AGAIN?

“Extremely likely to work with Soapbox again”

The Neutral Zone will have a brand identity ready to attract visitors, inspire athletes, and support the growth of a community-driven business. For Soapbox, this project reinforced the power of smart design in creating experiences for those who visit Neutral Zone. Stay posted for the final results of this project!

Want results like these? Contact our team to see what we can do for your brand.