Level X launched with a clear, tech-driven entertainment concept that quickly gained traction. The Glasgow launch (30,000 sq ft) attracted immediate attention, validating demand for hybrid FEC concepts in city centres. Shopping centre landlords welcomed the brand, recognising its ability to drive footfall and create “sticky” dwell-time zones in underperforming retail areas. 

By partnering with specialist attraction providers and wrapping it up with their own sub brands, the business has kept its offer fresh and scalable. Backed by an experienced Founder, Tim Wilks, Level X gained strong landlord support and industry attention, positioning it as a credible, innovative player in the UK leisure market.

Level X set out to disrupt the traditional family entertainment model. Backed by the team behind Lane7, the ambition was to create a brand that could support a new kind of FEC—one that blends tech-led experiences with familiar formats, delivered at scale across the UK. The team came to KISS to build a brand that felt contemporary, flexible, and commercially strong, capable of attracting both families and young adults, and adaptable to multiple sites and evolving experiences.

Too many spaces were stuck in the 00s, often gimmicky and babyish.  There was an opportunity for a better offer. An upscaled brand with better design credentials, better fit-out credentials, and much more in-depth customer journey. Where adults could unleash their inner child and kids could feel grown-up. A place where families actually play together. 

Our bespoke strategy workshop pinpointed the brand archetype: Magician. This provided us with key personality traits—wonder and excitement—guiding the new brand’s essence. Drawing inspiration from the electrifying energy of our high-tech social games, we distilled it into a singular brand soul: electric togetherness. This served as the ideal foundation for our creative process and naming.

The end result? A fresh name: Level X. It’s enigmatic, hinting at the unexpected—an ideal fit for this cutting-edge venue. The ‘X’ serves as both emblem and gateway, whisking guests into a realm of exhilarating experiences. The brand identity strikes a balance, maintaining an aura of mystery while enticing visitors into a world pulsating with electric excitement.

We partnered with the sound designer, Nick Granville-Fall, to craft an immersive audio space that felt futuristic and embody the soul of electric togetherness. Drawing inspiration from the captivating landscapes of gaming giants like Playstation and Sega, our final sonic composition beckons from the beyond before swooping in with a cinematic whoosh, propelling you through the portal.

From here, diverse elements converged to forge a cohesive brand language. Futuristic master typefaces, glowing typography treatments, and dynamic pulsations infused the visuals with an electrifying aura. Background assets are subtly animated, adding depth and dimension. Our goal: infuse every touchpoint with vibrant energy. Colors drew from the luminosity of arcade games, harmonizing with deep blacks to evoke richness and depth.

Beyond the master brand, KISS tackled crafting a diverse array of identities for Level X’s game brands. We curated a mix-and-match selection of games, allowing flexibility for new locations to customize their offerings. We meticulously planned how each game would integrate with the master brand, ensuring seamless interaction. Leveraging the X portal, we established a cohesive device and color scheme, facilitating the narrative of each game experience within the Level X venue.

As part of the Masterbrand and game world integration, KISS created a digital interface system inspired by the X mark and futuristic travel reference. The goal was to create a digital experience that felt like traveling to a new world. The digital execution included pulsing glows, soft animation, and transitions, taking users on a journey to their chosen game. Signage also manifested from the digital execution, continuing the use of glowing lines that work in synergy with the Level X logo and chosen typography.