CASE STUDY
Locals Lanes
Nestled on Hutchinson Island, Locals Lanes is a duckpin bowling concept led by Brookfield Properties and Rocco Mangel. This all-ages destination reimagines traditional bowling through a Florida lens, offering food, drinks, and fun with serious design cred.
Client
Locals Lanes, Brookfield Properties
Service
Creative Design & Direction, Brand Development, Production
Year
2023
Location
Hutchinson Island, Florida
CASE STUDY
Locals Lanes
Nestled on Hutchinson Island, Locals Lanes is a duckpin bowling concept led by Brookfield Properties and Rocco Mangel. This all-ages destination reimagines traditional bowling through a Florida lens, offering food, drinks, and fun with serious design cred.
Client
Locals Lanes, Brookfield Properties
Service
Creative Design & Direction, Brand Development, Production
Year
2023
Location
Hutchinson Island, Florida
CASE STUDY
Locals Lanes
Nestled on Hutchinson Island, Locals Lanes is a duckpin bowling concept led by Brookfield Properties and Rocco Mangel. This all-ages destination reimagines traditional bowling through a Florida lens, offering food, drinks, and fun with serious design cred.
Client
Locals Lanes, Brookfield Properties
Service
Creative Design & Direction, Brand Development, Production
Year
2023
Location
Hutchinson Island, Florida
CASE STUDY
Locals Lanes
Nestled on Hutchinson Island, Locals Lanes is a duckpin bowling concept led by Brookfield Properties and Rocco Mangel. This all-ages destination reimagines traditional bowling through a Florida lens, offering food, drinks, and fun with serious design cred.
Client
Locals Lanes, Brookfield Properties
Service
Creative Design & Direction, Brand Development, Production
Year
2023
Location
Hutchinson Island, Florida
Project Overview
From day one, Vogel Marketing Group partnered with the Locals Lanes team to develop the brand from scratch—including naming, strategy, creative, and full-scale production. With an opening slated for April 2025, the vibe is casual, coastal, and completely ownable.
Brand Development
Brand Design
Production
Project Overview
From day one, Vogel Marketing Group partnered with the Locals Lanes team to develop the brand from scratch—including naming, strategy, creative, and full-scale production. With an opening slated for April 2025, the vibe is casual, coastal, and completely ownable.
Brand Development
Brand Design
Production
Project Overview
From day one, Vogel Marketing Group partnered with the Locals Lanes team to develop the brand from scratch—including naming, strategy, creative, and full-scale production. With an opening slated for April 2025, the vibe is casual, coastal, and completely ownable.
Brand Development
Brand Design
Production
Project Overview
From day one, Vogel Marketing Group partnered with the Locals Lanes team to develop the brand from scratch—including naming, strategy, creative, and full-scale production. With an opening slated for April 2025, the vibe is casual, coastal, and completely ownable.
Brand Development
Brand Design
Production
Phase I. Discover
The project kicked off with naming. We explored dozens of naming conventions until "Locals Lanes" rose to the top—striking the perfect balance between surf-inspired vibes and the brand’s hyperlocal, community-first positioning. It set the tone for everything that followed. With the help of Rocco Mangel, we envisioned a retro-tiki vibe with hints of Vegas-style signage. VMG understood the assignment.
Phase I. Discover
The project kicked off with naming. We explored dozens of naming conventions until "Locals Lanes" rose to the top—striking the perfect balance between surf-inspired vibes and the brand’s hyperlocal, community-first positioning. It set the tone for everything that followed. With the help of Rocco Mangel, we envisioned a retro-tiki vibe with hints of Vegas-style signage. VMG understood the assignment.
Phase I. Discover
The project kicked off with naming. We explored dozens of naming conventions until "Locals Lanes" rose to the top—striking the perfect balance between surf-inspired vibes and the brand’s hyperlocal, community-first positioning. It set the tone for everything that followed. With the help of Rocco Mangel, we envisioned a retro-tiki vibe with hints of Vegas-style signage. VMG understood the assignment.
Phase I. Discover
The project kicked off with naming. We explored dozens of naming conventions until "Locals Lanes" rose to the top—striking the perfect balance between surf-inspired vibes and the brand’s hyperlocal, community-first positioning. It set the tone for everything that followed. With the help of Rocco Mangel, we envisioned a retro-tiki vibe with hints of Vegas-style signage. VMG understood the assignment.
PHASE II. DEFINE
With the name locked, we began shaping the brand foundation—refining voice, personality, and market positioning. We developed customer personas, visual moodboards, and creative direction that aligned with the laid-back, elevated vibe of a retro-inspired coastal bowling alley designed for locals and visitors alike.
PHASE II. DEFINE
With the name locked, we began shaping the brand foundation—refining voice, personality, and market positioning. We developed customer personas, visual moodboards, and creative direction that aligned with the laid-back, elevated vibe of a retro-inspired coastal bowling alley designed for locals and visitors alike.
PHASE II. DEFINE
With the name locked, we began shaping the brand foundation—refining voice, personality, and market positioning. We developed customer personas, visual moodboards, and creative direction that aligned with the laid-back, elevated vibe of a retro-inspired coastal bowling alley designed for locals and visitors alike.
PHASE II. DEFINE
With the name locked, we began shaping the brand foundation—refining voice, personality, and market positioning. We developed customer personas, visual moodboards, and creative direction that aligned with the laid-back, elevated vibe of a retro-inspired coastal bowling alley designed for locals and visitors alike.
PHASE III. DESIGN
We brought the brand to life through a custom visual identity—logos, color palette, typography, and iconography all inspired by vintage surf culture with a modern twist. Every element was designed to reflect the island vibe, from the signage to the scorecards to the wayfinding.
PHASE III. DESIGN
We brought the brand to life through a custom visual identity—logos, color palette, typography, and iconography all inspired by vintage surf culture with a modern twist. Every element was designed to reflect the island vibe, from the signage to the scorecards to the wayfinding.
PHASE III. DESIGN
We brought the brand to life through a custom visual identity—logos, color palette, typography, and iconography all inspired by vintage surf culture with a modern twist. Every element was designed to reflect the island vibe, from the signage to the scorecards to the wayfinding.
PHASE III. DESIGN
We brought the brand to life through a custom visual identity—logos, color palette, typography, and iconography all inspired by vintage surf culture with a modern twist. Every element was designed to reflect the island vibe, from the signage to the scorecards to the wayfinding.
PHASE IV. DELIVER
From embroidered uniforms to beer taps, branded napkins to exterior signage—VMG handled every touchpoint. We coordinated with vendors, oversaw production, and ensured consistent brand execution across all mediums, making sure Locals Lanes opened with a bold, cohesive identity from day one.
PHASE IV. DELIVER
From embroidered uniforms to beer taps, branded napkins to exterior signage—VMG handled every touchpoint. We coordinated with vendors, oversaw production, and ensured consistent brand execution across all mediums, making sure Locals Lanes opened with a bold, cohesive identity from day one.
PHASE IV. DELIVER
From embroidered uniforms to beer taps, branded napkins to exterior signage—VMG handled every touchpoint. We coordinated with vendors, oversaw production, and ensured consistent brand execution across all mediums, making sure Locals Lanes opened with a bold, cohesive identity from day one.
PHASE IV. DELIVER
From embroidered uniforms to beer taps, branded napkins to exterior signage—VMG handled every touchpoint. We coordinated with vendors, oversaw production, and ensured consistent brand execution across all mediums, making sure Locals Lanes opened with a bold, cohesive identity from day one.
MORE PROJECTS
MORE PROOF. MORE PUDDING.
From analytics to artistry, our approach delivers premium results every time.
11.2024
RICKENBACKER MARINA
Take a look at our brand glow-up and post-production overhaul of Rickenbacker Marina on Key Biscayne, Florida.
11.2024
UNIVISION-2024 LATIN GRAMMY AWARDS
Our second consecutive year of producing the Univision Latin Grammy Awards Red Carpet.
11.2024
FERRARI OF FORT LAUDERDALE
Take an in depth look at the data behind Ferrari of Fort Lauderdales digital marketing strategy.
MORE PROJECTS
MORE PROOF. MORE PUDDING.
From analytics to artistry, our approach delivers premium results every time.
11.2024
RICKENBACKER MARINA
Take a look at our brand glow-up and post-production overhaul of Rickenbacker Marina on Key Biscayne, Florida.
11.2024
UNIVISION-2024 LATIN GRAMMY AWARDS
Our second consecutive year of producing the Univision Latin Grammy Awards Red Carpet.
11.2024
FERRARI OF FORT LAUDERDALE
Take an in depth look at the data behind Ferrari of Fort Lauderdales digital marketing strategy.
MORE PROJECTS
MORE PROOF. MORE PUDDING.
From analytics to artistry, our approach delivers premium results every time.
11.2024
RICKENBACKER MARINA
Take a look at our brand glow-up and post-production overhaul of Rickenbacker Marina on Key Biscayne, Florida.
11.2024
UNIVISION-2024 LATIN GRAMMY AWARDS
Our second consecutive year of producing the Univision Latin Grammy Awards Red Carpet.
11.2024
FERRARI OF FORT LAUDERDALE
Take an in depth look at the data behind Ferrari of Fort Lauderdales digital marketing strategy.
MORE PROJECTS
MORE PROOF. MORE PUDDING.
From analytics to artistry, our approach delivers premium results every time.
11.2024
RICKENBACKER MARINA
Take a look at our brand glow-up and post-production overhaul of Rickenbacker Marina on Key Biscayne, Florida.
11.2024
UNIVISION-2024 LATIN GRAMMY AWARDS
Our second consecutive year of producing the Univision Latin Grammy Awards Red Carpet.
11.2024
FERRARI OF FORT LAUDERDALE
Take an in depth look at the data behind Ferrari of Fort Lauderdales digital marketing strategy.