charity Campaign
ART DIRECTION / BRANDING / GRAPHIC DESIGN / COLLATERAL / MOTION GRAPHIC VIDEO / VIDEO EDITING
They kicked things off with the original idea of 'Game over for brain tumours', but then realised that something more bespoke and in line with their target market might be a better fit. That's where I stepped in.
My mission was to take the name 'Game 34' and come up with branding that embodies gamers from every corner of the gaming universe – PC, console, and streaming pros aged 18-45. The team gave me an open brief with free reign to push boundaries while keeping their bold red from the original charity branding.
Let's rewind and see the journey from inception to where we landed.
*original designs show Game 33 as the stat increased as the project progressed so was updated to reflect that in the final versions.
First up I looked at some moodboards to get an idea of what direction the team wanted to take. Colour and font choice was critical to find the sweet spot for the campaign and the charity's overall look and feel.
*All moodboard images are taken from Pinterest for inspiration, none belong to me, and I am not the creator of these images shown for reference. Images on the right are licensed from Adobe Stock and Shutterstock sites. All fonts are from Google Fonts.
How far could we drift from the original brand without causing a brand identity meltdown? Turns out, the main charity colours were non-negotiable – a huge element that needed to stay for sign off and a successful campaign.
My logo design process always starts off in black and white – structure, fonts, and shapes first before the colours made an appearance. We started with four contenders:
Logo 1: A console controller-inspired aesthetic, weaving words and numbers together.
Logo 2: A dash of edginess inspired by gaming artwork.
Logo 3: Linked wires forming the word 'game,' mimicking the insides of PCs.
Logo 4: A loose gem-inspired concept.
Combining elements of Logo 1 with a sprinkle of Logo 4 created a winner. I experimented with colour, fonts, and shape shifts. In the end, the team decided to stick with the charity's main font for that instant recognition, paired with their established colour palette.
Meanwhile, in the background, I experimented with a gaming visual language – think PC and gaming connectors – to inject life and identity into the campaign's visuals.
Once the logo was refined and decided, it was time to crack on with the fundraising guide, social assets, and streaming assets. I even created a handy branding guide for the team to keep things consistent, even when the project was all done and delivered.
As a last minute bonus, the team managed to rope in Young Ambassador Alice to share some gaming knowledge in a promo video. Using the campaign styling elevated the video, creating a useful template for future game related interviews.
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