Summer Game Fest
Brand Identity UI Design

Summer Game Fest is a video game announcement showcase that takes place annually during the North American summer period. The main show is viewed primarily through an online livestream but also features an in-person game demo event for players to test gameplay. After a significant shift in the gaming world in 2020, Summer Game Fest has risen to the top of the ranks as the most anticipated gaming event of the year.

By fully immersing myself in the world of gaming, I designed a brand identity that appealed to all gamers, including women and those part of the LGBTQ+ community. Seeing the opportunity to separate Summer Game Fest from other gaming showcases, I leaned into the adventurous and energetic nature of summer to celebrate discovery.

Recognition
ArtCenter Student Gallery
brand identity

Ahead of the Game

Streamed from Los Angeles’s own YouTube Theater, Summer Game Fest has taken a digital-first approach to its event. After a deep dive into online gaming platforms, consumer behaviors, and market trends, I found that SGF’s audience craves change when it comes to inclusivity, developer representation, and sustainable practices.

I developed a brand identity that relied on energetic use of color and typography to invite gamers to physically interact with the fest. The color palette is directly inspired by summer in Los Angeles, heroing blue, green, and pink as a nod to the classic RGB colors found on screens while also being reflective of the outdoor environments of the city.

New Possibilities

Working with the idea of a digital-first approach to a gaming showcase, I designed a gamified app for finding other members in the community, new places in Los Angeles to visit, and even AR versions of their favorite game characters. In conjunction, I designed a website and social media posts to give users a chance to interact directly with the brand, increasing online engagement.

The idea of Summer Game Fest appealing to historically marginalized groups within gaming pushed me to look for ways in which gaming could be more inclusive. To increase diversity in the gaming space, I developed “Perspective Shift,” an event that highlights panelists who come from different spaces within the gaming industry.

Developing Recognition

My research of the gaming industry and trends led me to the development of an extra segment to Summer Game Fest, the Fin Awards. With three tiers of awards, people from all over the gaming industry have a chance to be recognized for their work. I designed and modeled the Fin Award as well as its secondary packaging to anchor Summer Game Fest in its position as a highly respected showcase.

Sustainable Summer

Given that the gaming industry has a large impact on the environment, gamers are increasingly concerned about how they can be more eco-friendly. In response, I designed signage to lead gamers to recycling events held by Summer Game Fest.

I also took the opportunity to look into sustainable gaming materials, leading me to design the packaging for a hypothetical collaboration with Razer, a leading company in gaming technologies.

Saludos Donut Bar

N’Joy Sugar