In the last weeks of 2023, I developed the brand for “Gamefile,” the new Substack publication from gaming industry expert, Stephen Totilo.
During the discovery process, I realized that news from the gaming industry is often not as lighthearted as I’d imagined – and often tackles hard issues in the gaming industry. Also, many readers engage with Stephen’s writing during working hours, and so we decided that the branding should strike a delicate balance between bold, eye-catching & accessible, with a restricted color palette.
I aimed for a design that avoids excessive playfulness but, subtly integrated the concept of a gaming controller’s direction pad to provide context. The use of overlapping letters also adds a somewhat dynamic element to the overall aesthetic while remaining simple, solid and elemental.
I enjoyed working with Stephen on this design.