The UK family entertainment market was primed for disruption. Stuck in the 2000s, many venues hadn’t evolved to meet the expectations of millennial parents seeking engaging, modern experiences. KISS’s latest project was to breathe fresh creativity and innovation into this space, crafting a brand that would redefine family entertainment.

The Soul: Electric Togetherness
Lane7, the visionary behind Level X, sought to create a revolutionary entertainment hub for families—where parents could reconnect with their inner child, and kids could feel like grown-ups. With attractions spanning VR, bowling, esports, and mini-golf, the challenge was to craft a premium brand identity that struck the perfect balance between wonder and sophistication.

To set the foundation, KISS hosted a bespoke strategy workshop that identified the brand archetype: Magician. The core traits—wonder, excitement, and transformation—inspired the essence of the brand. The result was a unifying soul: electric togetherness, a concept that energized the creative strategy, name, and identity of the brand.

A Name That Sparks Curiosity:
The name Level X emerged as the perfect encapsulation of the brand’s ethos. Enigmatic and intriguing, it hints at the unexpected while serving as an invitation to explore. The ‘X’ became both a symbol and a portal, transporting guests into a realm of boundless, electrifying experiences.

Crafting an Immersive Experience:
The identity of Level X strikes a balance between mystery and excitement, drawing visitors into a dynamic world. KISS collaborated with sound designer Nick Granville-Fall to develop an immersive audio experience that embodied electric togetherness. Inspired by gaming titans like PlayStation and Sega, the soundscape begins with ethereal tones, pulling listeners in before launching them forward with cinematic intensity.

Visually, the brand adopted futuristic typefaces, glowing typography, and dynamic pulsations that reflect the energy of high-tech social games. Subtly animated backgrounds add depth and dimension, while colors inspired by arcade games merge with rich blacks to create a premium, electrifying aesthetic.

Beyond the Master brand:
Level X’s identity didn’t stop at the overarching brand. KISS also developed individual identities for its diverse range of games, ensuring each offering contributed to the larger narrative. A modular design system allowed new locations to tailor their game mix while maintaining cohesion with the master brand. Using the ‘X’ portal as a unifying device, each game was seamlessly integrated, both visually and narratively, into the Level X experience.

The Future of Family Entertainment:
Level X redefines family entertainment with its bold, innovative approach. Every touchpoint—from the immersive soundscapes to the glowing, dynamic visuals—ensures guests are swept into a world of wonder and excitement. By offering a fresh take on family fun, KISS has helped Lane7 create a brand that elevates the entire industry.

With its rapid expansion and unique appeal, Level X exemplifies how bold creativity and strategic innovation can revolutionise a market, setting a new standard for family entertainment.