Lane7: Behind the Project

Lane7, the rebel of social gaming, was expanding at a fast rate. The independent nature of the brand meant future sites would need to reflect the core essence of the brand, and leadership was worried this would be lost as the brand grows. KISS was brought on to capture the Founder’s spirit, in a way that makes sense for a commercial business and tie in all old and new sites with a consistent visual anchor.

KISS didn’t want to lose the rebellious edge of the Lane7 brand but create a masterbrand playbook that enabled consistency in communication yet allowed for flexibility. The Lane7 aesthetic is gritty, grungy, glamourous and a bit chaotic all at the same time. The masterbrand needed to act as a framework, allowing the vibrant energy of Lane7 to do the heavy lifting.

Through a strategic workshop, KISS defined the brand DNA on a page and set the soul ‘Bring it. Everytime.’ – with a brand personality akin to the Outlaw archetype, channeling Lane7’s rebellious and empowering attitude.

The new masterbrand rooted itself in a monotone palette and a revised version of Lane7 logo. The use of black and white complimented the vibrancy and texture on the site, whilst the ‘L’ and ‘7’ of the new logo marque formed the entire brand architecture, making it easy for marketing teams to create on brand material.

The L7 framework acted as a springboard for numerous expressions all within the master look and feel. From patterns, to comms architecture to motion, allowing for endless possibilities and a distinctive look. But most importantly, creating a visual anchor through all sites.

The masterbrand weaved itself through the digital and physical world as both photography, video and animation, regardless of the change in location, interior or game opportunities there were consistent visual cues being used In turn reinforcing recognition of the brand. 

The project extended into upselling opportunities from screen ads to interactive landlord packs. The success of the project has clearly been defined by the rapid expansion of the brand into London and Europe. Highlighting the importance of creating a consistent brand experience when introducing to new markets and the overall increase in brand equity and recognition across the business.  

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