How can family entertainment spaces be made more exciting? The UK market is ripe for disruption and there was an opportunity to offer a unique experience that millennial parents were after. Too many spaces were stuck in the 00s and hadn’t evolved. KISS’s latest project was to bring fresh creativity and innovation to the family entertainment industry.

Lane7, the brains behind Level X, set out to revolutionize family fun, creating an unforgettable experience for parents and kids alike. They envisioned a premium entertainment hub where families could dive into VR, bowling, esports, mini golf, and more, all in one spot. The challenge? Crafting an upscale brand where adults could unleash their inner child and kids could feel grown-up. KISS devised a creative strategy that soared above clichés, delivering an aspirational vibe that elevated the entire experience.

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.