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Branding, Art Direction, Marketing

Project Scope

OFF DUTY is a pilot gaming center project launched in 2018. It is catered towards deployed soldiers with the vision of providing an opportunity to play popular game titles on both XBOX and PlayStation 4 just like back home. The goal of the project for marketing was to lay the foundation of how it’ll be marketed and increase awareness of the service.

Branding & Art Direction

Once the persona was defined (aka the type of customer), next was defining the look and feel along with the logo design. 3 ideas were proposed alongside with mockups however the final design is shown below. The look and feel would be similar to that of popular gaming titles such as Call of Duty, Fallout 4 and Fortnite (just to name a few).

Logo Design

Below is the final logo design, with the “gaming center” to make the play on words more apparent and for new customers to quickly catch on what OFF DUTY is and what it can provide.

Brand Awareness & Pricing Collateral

With the tone, voice, and visuals decided, I worked with the creative team and marketing department to flesh out brand awareness posters and pricing collateral. These final designs set the standard for the new designs yet to come.

Customer (Gamer) Rewards Card

Lastly, my favorite piece of all was the punch card rewards card. It takes the initial concept of a punch card with a new,  fun creative spin. Once a customer purchases 1 hour, one of the bullet holes gets punched out. 2 hours, 2 bullet holes and so on.