Interactive
Game Branding

CLIENT
Electric Playhouse

YEAR
2022-2024

ROLE
Art Direction
Semiotics/Iconography
Motion Design

Overview

As the Art Director at Electric Playhouse, I embarked on a comprehensive journey to redefine the visual identity of our interactive gaming collection. Understanding the necessity for a cohesive aesthetic that aligns with our engaging gameplay was paramount, especially with over 19 unique games in our portfolio lacking direction.

My process began with hands-on interaction, playing each game and observing guest engagement to gain deeper insights into the user experience. This firsthand research was complemented by collaborative discussions with the game developers, where we dissected the engines and mechanics behind each concept. By immersing myself in this environment, I was able to identify the distinctive attributes that needed to thrive within our visual design.

I initiated the transformation by illustrating static iconography for the games, ensuring each piece resonated with the essence of its respective gameplay. As our library expanded, I collaborated closely with our Visual and Motion FX designer to introduce dynamic kinetic movement into our branding. This step was crucial in creating a unified visual language that encapsulated the playful spirit of Electric Playhouse.

The outcome was a revitalized brand identity that not only harmonized the diverse game offerings but also enhanced the overall player experience. The strategic alignment of visual elements with the overarching themes of interaction and fun underscored our commitment to providing memorable engagements for all ages. This project stands as a testament to the power of thoughtful design in enriching the interactive experience within our unique venue.

Process

The process of creating unique brands for interactive games presents specific challenges due to the necessity of understanding abstraction and semiotics. For example, while the branding for Cosmo Breaker can easily draw on familiar aesthetics found in many mobile games, others like Ricochet require a more nuanced approach. This game’s design must incorporate both environmental elements and game mechanics, translating them into visual representations that may be either realistic or metaphorical.

To achieve this, it is critical to engage in close collaboration with Visual FX teams. This ensures that the motion and activity of each game icon are accurately rendered, providing an immersive experience for players. Furthermore, each design element must be meticulously crafted—illustrated and vectorized—to ensure visual cohesion and legibility across various scales. This flexibility is essential, as the icons will be utilized in multiple contexts, including marketing materials, websites, and interactive kiosks. The careful attention to detail in this componentization process ultimately contributes to a unified brand identity that can resonate with users across different platforms.