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Icons and symbols are essentials to any brand. Especially technology and arcade driven experience. We choose the top most common icons found within retro games, like Pac Man, Frogger, etc.


A dining experience that strives to bring families together in the restaurant or at home by leveling up their family game nights.

Group Project

Main Focus: App design


Many Families lack variety for creating all-around family fun, having a need for age-appropriate quality family time in a fun atmosphere with something for everyone.


Create an interactive dining experience for people of all ages. Leaving room for healthy conversations and enjoyment between families and friends.


The statistics

91% of families says playing games

gives their family a positive mood boost.

96% of families who play games together

say that they feel closer

76% of americans

are not satisfied with the amount of family time they spend together.

The logo and branding

the thought behind the logo and branding was taking the concept of retro arcade games, creating the logo with an arcade typeface while bringing in the bright retro colors and names.

Multiple rounds and hundreds of sketches were conducted to find the best possible typographic choice for our experience.


Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq rr ss tt uu vv ww xx yy zz

Arcade classic

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq rr ss tt uu vv ww xx yy zz

the typefaces used in the branding is ARCADE CLASSIC and Helvetica-bold. the retro typeface paired nicely with the easy to use and read font. 

Billboards are a fun way to get the eye of many customers, with LevelUp being located in Grand Rapids, the highways can attract lots of new customers.

Applications and touchpoints

This next section will take the user throu various stages of enticing and interacting with the user. 

Instagram is a great resource for promoting a business. Using pictures of children and families and other arcade themed posts, it can encourage customers to visit the location.

To promote fun and friendly competition, there are interactive scoreboards, to show customers who has the highest score on the top 10 machines at LevelUp. This promotes competition between families to get the higher score but also with other customers.

Bright neon shirts are used for employees, with pins with their names to identify that they work there. 

Pins are used like fortune cookies at a Chinese restaurant. Customers are given a pin with each receipt and are encouraged to collect them all. The idea behind this was also to encourage customers and employees to create conversations over employees wearing pins of their favorite games or games they hold a high score of. 

The app experience

A mobile app for ordering from LevelUP dining.

In todays era, there is an app for everything, especially dining apps, to order take out and conveniently view the menu. With that being said, the tetris background, the pacman loading screens, and the arcade typeface were essential choices made to continue that arcade experience form the environment to the phone. 

After visiting LEVELUP you'll receive email communication telling you about current promotions. LevelUP is all about bringing family together and creating game nights. To encourage this during the COVID-19 pandemic, LevelUp gives out a promo code for customers to enter at the end of their order to be able to pick out a physical game to create an at home family game night, as well as providing a fun way for the community to support a local business.

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