Prime Gaming Rebrand

Contribution: Branding, Design, Art Direction

Over time, the Prime Gaming brand has grappled with an identity crisis. In order to better connect with new customers and make a lasting impression on existing ones, the Brand Creative Team initiated a brand refresh project under my art direction. I successfully implemented creative recommendations that garnered alignment from senior leadership, offering customers simplicity and clarity. I created a brand new style guide for PG that closely aligned with the broader Prime brand, augmenting the team’s marketing efforts for enhanced clarity and effectiveness.

While firmly rooted in its association with the Twitch brand, PG’s benefits are inclusive of customers’ Prime memberships. The Brand Creative Team undertook a challenging brand exploration project with the goal of delivering a refresh that would better resonate with customers and drive more impactful business outcomes.

I took the lead in this exploration, managing a high degree of ambiguity. Through collaboration with team members, I developed ten concepts and oversaw the creation of over 400 designs for senior leadership presentations. I conceptualized visual approaches designed to resonate with various customer segments, adapting to 3-IP for an effective new look. Drawing from my own love of games, I proactively sought feedback from several other team members who share my passion for games, contributing to the success of our creative strategy.

This revamped appearance has significantly improved cross-channel marketing performance. Customer anecdotes underscore the ease of understanding PG as a Prime benefit while maintaining a gaming-centric feel.

Original Explorations

These are some of the initial designs that were explored before we got to the final concept.