INTRODUCTION
Wet Dog Corp.
Brand Activation
Wet Dog Corp. is a student-made virtual reality game. The quirky, futuristic, arcade-style dog washing simulator takes you through various levels where dirty dogs on conveyor belts are waiting to be cleaned. It sounds simple, until it's not.
The game is a partnership between Ringling College of Art and Design and Flightschool. To launch the game, a brand activation was planned for the 2019 SXSW gaming convention in Austin, Texas. The scope of work included branding, experiential design, promotional material, and booth design and was a collaboration with students from different disciplines including Graphic Design, Game Art, Illustration, Motion Design, and Business of Art and Design.
DESIGN SYSTEM
The game environment of Wet Dog Corp. is set in a industrial science lab, which becomes more futuristically-styled as the player progresses in the game. Flexible for diverse applications, the logo adjusts in size and is set in a custom typeface specifically tailored to reference the futuristic, scientific, and quirky look and feel of the game. The visual identity reflects common elements from the game environments, such as heads-up displays, caution stripes and chevrons which then make up a cohesive design system.
COLLATERAL
Printed material offer attendees of the brand activation more information abut the game and the partnership. Giveaways such as stickers, draw-string bags, and buttons, serve as a reminder for the visitor to look out for the official launch of the game. The informational brochures are stamped with a silver matte foil and die cut in the shape of the logo, while the vivid orange promotional cards with googly eyes show the quirkiness and uniqueness of the game.
BRAND ACTIVATION
To launch the game, we set up an interactive space in Austin Texas, next to the SXSW Gaming convention center. There were several activities including VR stations, an analogue carnival game mimicking the gameplay, a photo booth, a VR giveaway, and a dog petting zoo. Visitors interacted with the spaces and could learn more about the partnership between Ringling College and Flightschool.
Lead design:
Martin Pohlmann
Design:
Konrad Losiak
Logo design:
Konrad Losiak
Type design:
Martin Pohlmann
Web design:
Rebecca Miranda
Motion design:
Zoë Miolla
Copywriting:
Megan Greenberg
Photography:
Martin Pohlmann
Game art:
Anelise Mize
Makayla Hensley
Cain Hopkins
Social media:
Talie Malka
Special thanks to:
Jeff Schwartz
Ellie Winslow
Jeff Bleitz
Jennifer Medina
Mathew Vargas
Paige Carey
Typeface:
DIN Next. Monotype. 2010
Wet Dog Type. Martin Pohlmann. 2019
Design produced by:
Ringling College Design Center
Wet Dog Corp. brand activation was a collaboration between Academic Affairs, the Collaboratory, Design Center, Business of Art and Design, and Game Art.
