SUPERBETTER AT WORK

I was brought in to lead a complete brand strategy evolution of NYT best-selling author and popular TED-Talker Jane McGonigal’s gaming-as-wellness concept into an all-digital, corporate-friendly program, from the platform through all brand and marketing communications.

I collaborated with the team at @museheadquarters to conduct a thorough discovery process, developing a clear brand architecture, positioning, naming, identity and product strategy, followed through with all design executions.

We simplified the core company visuals to leverage existing name equities, while claiming a clear market territory and clarify product offerings.

Inspired by the prismatic rays in the original logo, I expanded that motif, breaking out of the container, adapted the logo and emphasized the rays motif to energize the concept.

I focused on integrating the animated game characters from the all collateral to reflect these changes. Re-positioning, visual strategy and redesign of entire marketing communications suite, along with the creation of a distinct imagery style, social media campaigns, trade show presence, collateral, and website.

I created an image library focusing on the themes of personal empowerment, building alliances, corporate collaboration, and epic wins, weaving the fantasy elements and game characters with workplace imagery. We produced a style guide to reflect all of the specifics.