Project: Atlanta Game Fest Rebrand
Overview
For this project, I rebranded an event of my own choice. For the campaign, I created a brand standards booklet, promotional poster, branding graphics, and promotional Instagram posts.
For this project, I rebranded an event of my own choice. For the campaign, I created a brand standards booklet, promotional poster, branding graphics, and promotional Instagram posts.
Research
Atlanta Game Fest (AGF) is a 4-day board game convention based in Atlanta, Georgia. The convention is targeted toward audiences of all ages and aims for people to form strong relationships with each other over board games. It is unique in that it focuses on board games rather than video games like many gaming conventions.
Atlanta Game Fest (AGF) is a 4-day board game convention based in Atlanta, Georgia. The convention is targeted toward audiences of all ages and aims for people to form strong relationships with each other over board games. It is unique in that it focuses on board games rather than video games like many gaming conventions.
When researching AGF, I noticed that their branding lacks a cohesive identity and that their audience mainly consisted of middle-aged people and wasn't reaching the rest of their target audience. These were the main problems I focused on solving with my rebranding campaign.
The two current logos of Atlanta Game Fest
Logo Brainstorming
When brainstorming ideas for the logo, I focused on imagery that simultaneously showed that the convention was related to board games and forming friendships over those board games. These were the three candidates for the final logo:
When brainstorming ideas for the logo, I focused on imagery that simultaneously showed that the convention was related to board games and forming friendships over those board games. These were the three candidates for the final logo:
Initial sketches
Refined sketches
One of them combined a chess piece with a peach, a staple symbol of Georgia. Another combined two knight chess pieces and arranged them to form a heart through white space.
Final Logo
The final logo combines a domino with a speech bubble to convey that AGF is focused on board games and socializing with other board game lovers. On one side of the domino is a die and on the other side is a minimalistic chess piece. I chose these to be represented on the logo because they are two of the most iconic symbols associated with board games. The logotype is a custom slab serif font created by me based on a TypeCooker recipe, as I believe slab serif fonts pair well with the idea of board games.
The final logo combines a domino with a speech bubble to convey that AGF is focused on board games and socializing with other board game lovers. On one side of the domino is a die and on the other side is a minimalistic chess piece. I chose these to be represented on the logo because they are two of the most iconic symbols associated with board games. The logotype is a custom slab serif font created by me based on a TypeCooker recipe, as I believe slab serif fonts pair well with the idea of board games.
Combined logo (full-color)
Brand Standards
Brand Standards Booklet
Promotional Poster
When brainstorming ideas for the poster, I tried to create imagery that showed part of the experience of being at AGF. The best draft that fit this idea was the zipper poster.
When brainstorming ideas for the poster, I tried to create imagery that showed part of the experience of being at AGF. The best draft that fit this idea was the zipper poster.
Initial sketches
Refined drafts
Final Poster
The poster depicts a zipper unzipping the poster to reveal various iconic game pieces such as checkers, cards, chess pieces, dice, and dominoes. The zipper represents a bag that holds game pieces, and it’s being unzipped to show that there are a variety of board games offered at AGF.
The poster depicts a zipper unzipping the poster to reveal various iconic game pieces such as checkers, cards, chess pieces, dice, and dominoes. The zipper represents a bag that holds game pieces, and it’s being unzipped to show that there are a variety of board games offered at AGF.
Mockup of poster
Social Media Posts
I chose to use Instagram as my social media outlet, as it has a large audience of younger demographics that AGF could expand their audience to.
I chose to use Instagram as my social media outlet, as it has a large audience of younger demographics that AGF could expand their audience to.
Mockups of Instagram profile and carousel post
Animated Social Media Post
This rebrand was created for a class project, with no affiliation to Atlanta Game Fest. The use of the trade name, copyright, or trademark in my student portfolio for identification and reference purposes only and does not imply any association with the copyright or trademark holder of their product or brand. My work is not affiliated, associated, authorized, maintained, sponsored, endorsed by, or in any way officially connected with these copyright or trademark holders. Atlanta Game Fest does not sponsor or endorse any of the shown work. I declare no affiliation, sponsorship, nor any partnerships with any copyright or trademark holders.
