2. We were approached by PinPin Ltd, an ambitious
organisation with a vision of creating a city centre
venue that would raise the bar of the leisure industry
outside of London.
Lane7 is a 10,000ft2
boutique bowling alley, restaurant, and bar in central Newcastle upon
Tyne. The venue features ten bowling lanes, four American pool tables, four ping-ping tables,
and a karaoke room, alongside its seventy-eight cover restaurant.
By the end of its first year Lane7 had a target to become the evening leisure venue of choice for
the city of Newcastle, and a well-known name across the North-East of England. Longer term,
Lane7 planned to expand to other cities across the UK, creating a national chain of venues.
Beginning with name generation and identity development, we were instrumental in creating
a distinct brand, and rolling this out to help create the brand that was Newcastle’s most popular
new venue of 2014. Working alongside interior designers and various print suppliers we created
everything from internal and external graphics to printed and digital collateral.
Have we
maximised
potential? Yes.
Tim Wilks
Owner
1. Project Overview
3. Working to a clear
timetable over a
period of eight months
we worked alongside
the client to deliver
brand development
and design services to
launch Lane7, and then
provided ongoing design
services as the brand
became established.
Brand Development
Name generation, visual identity development,
look, feel and tone of voice development.
Design Services
Physical
Printed collateral, promotional items,
staff uniforms.
Digital
Website, social media, promotional materials,
customer booking system.
Environmental
Interior graphics, interior and exterior signage,
bespoke interior items.
Design Support
Monthly promotional packages, artwork
amends, print management, social media
management, website and email hosting.
PinPin had a great business understanding, an old building and a strong concept. Our role was to deliver a
full brand that reflected the business and added value across all marketing — both in and outside the venue.
2. Project Brief Outline
n Exterior
(Environmental)
4. 3.1 Profitable
Turnover and profit both exceeded
expectations within the first six months
of launch.
3.2 Desirable
Since its launch Lane7 has been in demand as
a venue for photo shoots, fashion shows,
and award ceremonies.
Many blue chip brands have sought to
associate themselves with Lane7, including;
Nike, Barbour, Red Bull and Virgin Money to
name a few.
3.3 Viral
Lane7 has been a huge success, exceeding all targets and expectations.
3. Proving Success
4,654Twitter Followers
60% more than its closest
competitor
4,132Facebook Followers
50% more than its closest
competitor
Figures taken from Jan 2013 to Jan 2014
5. 3. Proving Success
3.4 Digital Reach
A big thank you to all of the staff at Lane7 for
delivering an amazing road show event worthy
of the entertainment capital of the world. Nothing
was too much trouble and the service was slick
and professional with each of the team smiling
to the very end. If we’re ever bringing Las Vegas
back to Newcastle, we’ll be bringing it to Lane7.
T Russell Meara, Owner
Las Vegas Convention and Visitors Authority
38%Lane7 average open rate
15%Industry average open rate
E-mail Newsletter open rate
12,000
0
E-mail Newsletter list growth
11,682 names on e-mail newsletter mailing list, since October 2013.
Measurements from Mailchimp, using dates
between 1st Nov 2013 and 30th Nov 2014
6. n Branded pin badges
(Physical)
n Logotype
(Visual Identity)
n Promotional Flyer
(Physical)
7. 3. Proving Success
3.6 Brand Appeal
Even before it opened in 2013, Lane7
had drawn the attention of passers by.
All types of people were attracted;
Honestly can’t wait
until @Lane7Newcastle
opens this month!
Newcastle’s been
needing something like
this for ages!
8th October 2013. Sandra Tang
Loving the look of
@Lane7Newcastle
‘Boutique Bowling’.
Time to plan our next
@better_studio trip
out we think!
22nd November 2013. Mark Easby
Best looking Ten Pin
Bowling website I’ve
seen, www.lane7.co.uk/
See you on Friday @
Lane7Newcastle
#design
6th January 2014. Chris Compston
This place is about
to open in Newcastle -
www.lane7.co.uk
- I WANT TO GO TO
THERE.
30th November 2013. Mark Reynolds
Must ring
@Lane7Newcastle and
take the kids on a fun
night out. If you haven’t
already, check them out
www.lane7.co.uk
16th November 2013. Barbara Croce
8. 3. Proving Success
3.7 Recognised
The Lane7 brand has been recognised
in several prestigious awards regionally,
nationally, and internationally, including;
North East Tourism Awards 2014 -
Tourism Experience of the Year (Silver)
Restaurant & Bar Design Awards 2014
(Shortlisted)
German Design Awards 2015 (Nominee)
On top of this, our work for the
Lane7 brand has been featured on;
Design industry blog;
Identity Designed
Design industry website;
Design Week
Retail design blog;
Retail Design
Design industry website;
Branding Journal
Design industry website;
The Drum
