Lane7, the rebellious pioneer of social gaming, was expanding rapidly. As an independent brand known for its gritty, grungy, and glamorous aesthetic, the challenge was clear: how to preserve its core essence while scaling up. Concerned about maintaining brand integrity, Lane7’s leadership engaged KISS to create a unifying strategy that could seamlessly tie together both existing and future sites with a consistent visual identity.

KISS’s task was to honour Lane7’s rebellious spirit while designing a master brand framework that ensured consistency without stifling creativity. The goal was to retain the brand’s signature energy and chaotic charm while enabling its expansion into new markets.

Defining the Soul of Lane7:
Through strategic workshops, KISS distilled Lane7’s brand DNA into a single, resonant essence: “Bring it. Every time.” Drawing inspiration from the Outlaw archetype, the brand’s personality radiates rebellion, empowerment, and boldness.

This clarity informed the creation of a master brand built around a refined visual system. A monochromatic palette, paired with a refreshed Lane7 logo, became the foundation. The black-and-white scheme enhanced the vibrant textures and edgy atmosphere of Lane7’s venues, while the revised logo—where the ‘L’ and ‘7’ formed a striking marque—anchored the brand architecture.

The L7 Framework:
The L7 framework became a springboard for countless creative expressions while ensuring a cohesive visual identity. From patterns and communications design to motion and digital assets, the framework allowed endless possibilities without losing the brand’s distinct look and feel.

Whether through photography, video, or animation, the master brand seamlessly integrated across physical and digital spaces. Despite variations in location, interiors, and game offerings, Lane7’s visual cues ensured brand recognition and consistency.

Success Across Markets:
The project extended beyond aesthetics, addressing operational and marketing needs. From interactive landlord packs to dynamic screen ads, the master brand framework supported upselling opportunities and streamlined communication.

The results speak for themselves: Lane7’s rapid expansion into London and Europe underscores the importance of a unified brand strategy. The consistent brand experience has significantly boosted Lane7’s equity and recognition, cementing its status as a leader in social gaming.