Rule 3 Brand
Rule 3 is a 30,000 square foot family fun zone complete with18-lanes of boutique bowling, a gaming arcade that includes seven Wii zones, a 132 seat restaurant and bar, mini bowling lounge, party and private rooms, and three outdoor sand volleyball courts.
Interiors
Hero wall digital posters
The front entry way had a series of TVs that were used for signage and communication and were especially leveraged to highlight special events.
Various ads and collateral
Brand Book
The Rule 3 brand book was the culture and onboarding book for all employees. It covered the attitude, values, and spirit of the brand while touching on tangibles like dress code and customer service.
American Mealtime
American Mealtime is the restaurant inside of Rule 3. Like the parent brand, American Mealtime recognizes the power of a shared meal and aspires to bring back family dinner time, except less awkward.
The Process
Business Need
A local business team wanted to build an entertainment destination and needed to build a brand from teh ground up. This included name, purpose, position, differentiation, and an entire identity package.
A local business team wanted to build an entertainment destination and needed to build a brand from teh ground up. This included name, purpose, position, differentiation, and an entire identity package.
Goal
Rule 3 wanted to be THE destination for both families and just a night out on the town.
Rule 3 wanted to be THE destination for both families and just a night out on the town.
Challenge
Combining these two demographics was daunting. The final brand identity and subsequent supporting collateral landed on a balance between "The Wonder Years" and the (then) hipness of Abercrombie.
Combining these two demographics was daunting. The final brand identity and subsequent supporting collateral landed on a balance between "The Wonder Years" and the (then) hipness of Abercrombie.
Outcomes
The venue opened to rave reviews including winning a "Best Overall New Bowling Center Worldwide (Interior Branding)" issued by Bowlers Journal International Architecture And Design Awards in 2009.
The venue opened to rave reviews including winning a "Best Overall New Bowling Center Worldwide (Interior Branding)" issued by Bowlers Journal International Architecture And Design Awards in 2009.
Project Details
Timeline
2008-2009.
2008-2009.
Role & Responsibilities
Creative director, art director, graphic designer, web designer, interior branding, copywriter, and other duties as assigned.
Creative director, art director, graphic designer, web designer, interior branding, copywriter, and other duties as assigned.
I was responsible for the creation of every design asset including logos, tagline, website, interior design (check out the bowling lanes on the ceiling as you walk in), menus, brand book, video screens, posters, as well as, coordinating with the printers, architects, construction foreman, and owners.