Watchtower Games

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I started as I always do with researching both the target market as well as the clients industry. This will help me to gain understanding of what direction to avoid so as to create something that will stand out from the crowd a well as avoid looking too similar to others brands on the market.

The Brief clearly defined the competition, so Wizards Of The East Coast, Games Workshop & Steve Jackson Games were some very well known brands in gaming industry and were a couple of the companies I needed to focused on.

The next step is to start brainstorming a set of keywords I ask for. These words, which I ask the client to provide, are intended to distil what message and values the branding has to communicate to the audience.

After spending a day or two working out different connections and visual cues which can be used later, its time to start on the conceptualisation.

My initial sketches looked at geometry and lots of straight lines to accentuate the simplicity, rigidity and subsequent reliability that the client was looking for.

After some time of further sketching out idea and ideation whilst liaising with the client, a collection of ideas were focused on as final preliminaries.

The preferred typeface (not ultimately used for the client's copy) was a creation by the super-talented Hydro 74, named Ocelot's Piss. It had the futuristic feel that was appropriate and the abstract nature also gave the mark a very individual and unique feel.

In order to help differentiate the logotype from the logo itself, I decided to increase the Tracking to give the typeface a much wider appearance.