Brand positioning
& identity

Engagement, excellence, edge.

Founded by Olympic gold medallist Adrian Moorhouse, Lane4 is a leader in the field of human performance. Based in the UK, they work with a wide range of organisations, helping individuals and teams around the world reach their fullest potential, to build sustainable competitive advantage.

They are in the business of helping people achieve their personal best. Lane4 approached Neon to look at their brand in terms of how they could better articulate and project their unique offering – which is based on bringing together skills and experience acquired in the three interlocking areas of business, psychology and top level sport. We were also briefed to look at the Lane4 brand identity, reviewing all their printed and digital comms materials, to help improve their stand-out in a crowded marketplace, while more powerfully communicating the distinctiveness of their approach.

Brand idea: The Power of Four.

Lane4 exists to help give its clients a crucial competitive edge. So what was it that gave Lane4 the edge over its rivals? How could the company memorably articulate and project its distinctive approach and commercial offering? Through… The Power of 4. Neon’s view was that the Lane4 difference was based upon a unique combination of four key factors: a passion for performance, a rigorous approach, a focus on potential, and transformational impact.

Based on this, we evolved the existing Lane4 brand mark (which the client wanted to preserve) to reflect the idea of The Power of 4 by raising the number within a refined and updated version of the mark. We also evolved the existing strap line, to make it a stronger distillation of both what the Lane4 brand stands for, and their distinctive offering to clients: Engagement, excellence, edge.

As for visual style, Lane4 is all about people: the brilliant team of inspiring individuals who work for the company, and the incredibly diverse range of people whose performance they help to improve. We wanted a look that would strongly reflect what Lane4 do — getting inside people’s heads to inspire them, change their thinking, and help them achieve their potential.

To that end, we created a library of hand drawn graphic silhouettes, using the actual profiles of every member of the Lane4 organisation — celebrating the individuals, at the same time as highlighting collaboration. This silhouette device is not just powerfully distinctive but also highly versatile, capable of adding warmth humanity to all kinds of communications, from visuals conveying abstract thought to charts and diagrams.

Kind words…

“Expertise and professionalism. As a member of the Board initially resistant to change, I have really appreciated Neon’s expertise and professionalism in what is a very important year for Lane4.

They have helped set us up for the future by finding a powerful, common message for our commercial offer in the ‘Power of 4’ and a new strapline (Engagement, excellence, edge) which has been bought into across the organisation. The brand identity neatly reflects the ‘Power of 4’ and the brand language very cleverly captures and projects our greatest asset, our unique collection of people that make up Lane4 and marrying that to our commercial offering – helping individuals and teams around the world reach their fullest potential, to build sustainable competitive advantage. I would recommend Neon to anyone who is looking for a strategic partner to evolve their brand positioning in a creative and intelligent way. It’s been great working with you.”

Founder and Managing Director,
Olympic Gold Medallist

“A true partnership from beginning to end. Our relationship with Neon has been a true partnership from beginning to end. They have taken time to understand the strategic direction of our business, navigated difficult conversations with senior stakeholders and helped me to engage the rest of the organisation with the change. The creative execution is excellent and really makes Lane4 stand out among our competitors. The overall result is a huge step-up in quality for us and I’m pleased to say that our customers also love it!”

Head of Marketing and Communication

To find out more: or call +44 (0)20 3289 1733 Share this: Email, Google+, LinkedIn, Twitter, Facebook, Download PDF, or follow us on Instagram



Art direction
Brand positioning
Brand identity
Literature scheme
Promotional posters
Brand guidelines
Digital templates
PowerPoint templates

Lane4 brand mark.

Lane4 visual language, 12 of 48 Lane4 staff head profile silhouettes.

Lane4 the Power of 4 super graphic with entire staff head profiles.

Lane4 new literature scheme.

Lane4 'The Wave' journal, a quarterly thought piece sample spread.

Lane4 website.

Lane4 guidelines.

Lane4 client workshop folders and note pads.

Lane4 conference stand.

Lane4 reception wall super graphic.

Other projects you may find of interest...