It started with a couple of talented friends. Both expert coders, both gamers, they came up with
an idea that attracted healthy funding. They developed a platform that would allow casual and
professional gamers to turn their skill into cash. Pick your favourite video game, pay a little to
play on this system, and the winner takes all.
The notion of creating a modular mark was a divisive
one that won in the end. Using a constant stroke and
parallel lines, the identifier is intended to brand an
area that could contain visuals from a dizzying array
of games. The subtle use of colour and unusual
configuration made sure that the page branding
will stand out, no matter what game graphics are
displayed within it.
A duotonal photographic style was selected for consistent application of the
brand colours and to reduce the visual difference between game styles represented.
Every great idea needs an interface
that its audience can relate to.
Electronic Stars approached us to create
an identity that would suit their character
and be relevant to their audience.
This would in turn be the basis
for their site’s User Interface.
We developed the identity in parallel
with the User Experience design
to shorten the time to marke
t since the early UX process isn’t influenced
We developed the brand from the ground up. Starting with analysing the proposition and creating
a clearly articulated brand strategy, we defined the way in which the brand would be expressed. With the directors on board with the new Brand Strategy, we started to define the visual identity, from logo and identifier to typography, palettes, visual styles, tone of voice and, eventually, the web interface itself.
The combination of gaming and a monetised platform is not without its challenges, particularly when games would span practically all genres. The site is designed to maintain all relevant game and wallet information visible at all times and employs several techniques that minimise clutter in what is an information-intensive experience. Context-aware chat, for instance, helps keep the communication streamlined.
No gamers were harmed
in the creation of the brand.