Uptown Alley

Our Solution

We had done work for Academy Lanes in the past - including their logo - so the owners decided to talk to us about the new project. When we saw the size of the space and talked to the client about what they were intending to build we realized that there was an opportunity to contribute to a genuine Winnipeg landmark. 

After meeting with the client, we had several internal discussions to determine an appropriate direction for the main visual elements that would become the brand for the new project.

We knew that the bowling aspect was important and was a tie-in to their previous business, Academy Lanes, so we wanted to keep a strong connection, especially since Academy Lanes had such great customer loyalty. 

Looking at the history of bowling we realized that the golden era was the fifties and sixties. We also thought that in general, the fifties is remembered as a time of good family fun. That seemed to fit well with this project. We looked at imagery, signs, logos etc. from that era and found a lot of classic design elements associated with bowling. That clinched it for us and we made a pitch to the client outlining why we thought it would be beneficial to take them in that direction. The fifties has an iconic look that seemed to suit not only this project but also aspects of Winnipeg too. The client agreed and we were off!

Logo design can be difficult as the options at the start seem endless but we worked on several design directions internally, analyzing the pluses and minuses of each. We continued to refine a few of the best, always pursuing that ‘fifties look’.

The first meeting to present design options went well and one design was chosen to represent the entire operation. After a bit of fine tuning, we set our client up with their new logo and full brand standards package!

Once the look was set, the next task was to design and develop a website. We had to walk a fine line between the retro look logo while making sure it had an up to date feel. Customers needed to know that Uptown Alley was brand new and has a lot of attractions beyond just bowling.

We put heavy focus on search engine optimization, zoning in on targeted keywords and geographic areas. Professional, well written copy was a key element in the development of the website. We wanted to have a specific style while ensuring that the site would rank well in searches.

While we were working on the website, the client was going through all the details needed to have a really great ‘grand opening’. ViewSource assisted with the necessary printed materials, and also some engaging graphics to promote specials on their in-house display systems.

The next big part of the project was to get to work on signs. The location, while very close to Polo Park, was set back quite a distance from the road so it was easy for people to drive by and not realize what was on the other side of the huge new parking area.

The first thing we did was design and produce several flag banners that could be placed on the roadside to attract attention. Next, we put together an ambitious design for the building signage.

It was a bit of a selling job as what we were suggesting wouldn’t be cheap - but the client realized that there was a huge opportunity to capitalize on the promotional aspects of using the main signs as a giant marketing piece. We couldn’t be happier with the outcome and that sentiment is shared by the client. The responses they have received from their social media accounts suggest that their customers are also in complete agreement. It’s all been very exciting!

Aside from ongoing bits and pieces required for new promotions and general marketing, the last big piece of the puzzle will be interior signage. We’re still waiting on that project but we already have some dynamite plans, so keep your eyes on Uptown Alley social media feeds to be sure you’re first to see things completed!

The Result

Uptown Alley has built a really strong brand in a short time and we’re sure it will contribute to their long-term success. After all - that really is the point of developing a recognizable brand. Sure, it looks nice, but more importantly, it’s a good and necessary business decision.