- Creative Direction
- Art Direction
THE ASK & DETAILS
A fresh start. That's exactly what our brief for the new Playdium brand launch needed. From an initial 3-week creative sprint to a design process that led us to September 2019, I led the design of our design platform from the ground up. From logo sketches and ideas to menu photography and interior design. This is a generation that lives wild, free from the constraints of gender norms and social conventions. Who walk between the fringes and play without limits. We wanted to turn on our world for them when they need to turn off the outside noise. The result in our work is an extremely dynamic brand guide, with a genuine sense of layering mixed mediums that invite our demographic to create with us as the brand evolves.
We started by putting together mood boards of our target audience and began rough doodles and sketches.
We began refining and selecting sketches to move forward into a design phase.
The Initial Shape and wordmark coming together along with some colour tests.
With the mark moving forward, we started playing with the design system to see how it could accommodate gaming, food and offers.
4 times a year or less, all about in-house design with valuable content.
© Mike Lucas 2020
Made with + & in Toronto.