Strengthening a Gaming Brand’s Identity
Branding + UX/UIDesign + Social Media Campaign
Art Direction: Andrea Guevara
Additional Credits: Julio Chavez Coded the website
Mario set out to revitalize his gaming brand, aiming to reflect growth, professionalism, and credibility while preserving its friendly and approachable identity. With over three years in the market, he had built a strong presence but faced challenges in expanding his reach and solidifying his reputation among key providers. Having collaborated with Nintendo and PlayStation, he sought to position his brand as an established player in the industry, ensuring that suppliers recognized its influence and engagement within the Facebook gaming community. Through a refreshed brand identity, he aimed to bridge the gap between authenticity and professional appeal, reinforcing his store’s standing in the gaming world.
I refreshed the logo’s colors, adding a gradient for depth and dimension while keeping it versatile in single-color formats. To enhance engagement, I introduced "El Brothercito," a mascot that serves as the brand’s friendly face on social media and customer support assistant. Additionally, I incorporated a QR-coded logo linking to the e-commerce site, making it easier for customers to browse and order gaming products seamlessly.
Social Media Launch
When we launched the new brand with a campaign at 8 am, announcing its departure to spark conversation. An hour later, a post revealed, “Something new is about to happen.” At 11 AM, we used language similar to Super Smash Bros. with, “New character unlocked: a new challenge is about to start.” By noon, the new character, “El Brothercito,” was unlocked. By 3 PM, the new logo launched, generating interactions and conversations from the Instagram community. Finally, at 6 PM, we invited users on social media to “Play Again” to join the new website.
I designed a responsive, user-friendly website for the brand, ensuring customers could easily browse products, discover new launches, sales, and STAR BROTHER discounts. The challenge was to balance a modern, friendly, and professional aesthetic while maintaining clear messaging and a seamless experience for Game Brothers’ existing community. The result is a platform that feels intuitive and engaging, making the transition effortless for loyal customers while attracting new ones.
