Year: 2024
The challenge was to rebrand Mind Games, a Canadian toys and games store, to better align with its diverse audience and contemporize its image. The goal was to create a memorable identity that reflected the brand's essence while fostering a connection with customers in a competitive market.
I discovered a shift in consumer preferences towards vibrant and dynamic visual identities in the entertainment sectors, and my research highlighted the significance of a cohesive brand experience across various touch points to enhance recognition and customer engagement.
Logo Redesign: Crafted a new logo featuring a cube with the letters M and G on each side, symbolizing the variety of toys and games offered.
Color Palette: The deliberately chosen gradient from blue to neon green reflects innovation, versatility, and a profound sense of play.
Typography System: Implemented a precise and versatile typography system to maintain consistency across all brand communications.
Merchandise Design: Created playful merchandise designs, including bags and T-shirts, to extend the brand experience beyond the store.
Brand Guidelines: Developed comprehensive guidelines outlining logo usage, colour specifications, and procedures for maintaining a cohesive brand identity across diverse applications
