AT&T: Game On Takeover
A flagship store experience celebrating video game culture and eSports with multiple brand integrations and a custom designed cabinet game.
This campaign focused on two major categories: the love of video games and the ever-growing eSports community. We created store takeovers in Chicago and San Francisco consisting of interactive experiences, environmental graphics, physical gaming consoles — all united in a custom graphic style and visual center.
The graphics were centered around a custom brand created for the takeover that we named, designed, and produced.
The logo was inspired by old video game branding and the stylized bright colors of today’s eSport teams. I chose a font that steered away from traditional AT&T branding and was more aligned with the gaming community. The line in the O was an easy nod to the power button seen on most games and the play button further positioned the brand to be about video games.
The rest of the store graphics we built off of this brand identity and applied to walls, screens, and custom fixtures throughout the two flagship stores.
We also branded, built, and named a physical arcade game cabinet exclusively for AT&T.
Void Avoid was a simple, easy entry game we created from the ground up to act as one of the main experiences in the store.
The branding and graphic language I developed seen on the game cabinet wrap, on screen score and instruction panel and carried into the high score signage.
Our goal was to create a game that had a retro aesthetic but modern gameplay and sounds. We used 80s game design and movie titles as inspiration and landed on a fun quirky name to draw in gamers.
Another detailed design piece was an interactive scrollable history of video games that spanned tall video columns in the store. I built the timeline in a way that would showcase the slow start and then rapid growth of the video game industry. Most of the illustrations I created from scratch and the type treatments and colors matched the rest of the graphics in the space.
This project included a lot of distinct visuals and brand tie-ins from various games. And across it all the Game On branding and visual center helped anchor the takeover as a whole and gave gamers a space they could enjoy and have fun in.
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Logo Design, Illustration, Visual Center Development, Experience Design, Production Design
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mid 2019 With Twenty Four 7
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Steve Shaw: Creative Director
Kyle Kendrick: Lead Design