PLAYFAB

Playfab, a venture capital-backed startup, provides a comprehensive backend platform for live video games and managed game services.

CHALLENGE:

As a VC-funded entity, Playfab's objectives encompassed securing additional funding and expanding their user base. They retained my firm, States of Matter, to polish their PowerPoint pitch presentations, sales collateral, e-newsletters, event signage, and website. As the relationship progressed, we helped them articulate their value & establish their brand through developing their messaging and identity system.

TOTAL TEAM MEMBERS: 8

MY ROLE:

Account Management & Project Management

I was part of 2 directors responsible clear communication and understanding of the project's objectives between Playfab and my agency. I successfully managed the overall budget, keeping expenses aligned with the project's financial constraints. And I effectively resolved challenges that emerged during the project, maintaining client satisfaction and project momentum.

On Strategy Creative Direction

I participated in defining PlayFab’s brand strategy and gain buy-in from it’s executive team. I directed the creative vision, aligning it with the client's branding & strategic goals.

I led a team consisting of UX, visual and environmental designers and developers ensuring collaboration and consistency across all deliverables for PlayFab.

Multi-Disciplinary Senior Designer

I participated in the design of Playfab's identity system, tradeshow and

SELECT DELIVERABLES:

Visual Identity System

Playfab's existing brand identity was inconsistent with their sophisticated technology. One of the main challenges was simplifying the explanation of their product – a backend platform for games that automates operational procedures. With numerous new to the market features, we needed to demonstrate the product's "eco-system" and all its components. My role involved working directly with the CEO and his team to clarify their offerings, brainstorm concepts, and illustrate the benefits to gaming studios. I supervised my team of designers, contributed to the visual identity design, and presented it to Playfab's executive team. The outcome was a scalable, adaptable, and unique visual identity system that accurately represented Playfab's services.

Leveraging Graphics to Clarify the Value of Playfab

At it's most basic form, PlayFab is like a cube. Their platform seamlessly integrates their core functions and third party add-ons, hence building blocks. To add depth to the concept, we created isometric renderings with behind-the-scenes cutaways to reference how PlayFab makes complex things ridiculously simple.I oversaw the design process, participated in it, and secured approval from all key stakeholders.

Logo

As part of Playfab’s refreshed identity, a new symbol was required to align with the rest of the visual identity system. I oversaw the design process, participated in it, and secured approval from all key stakeholders.

Icons & Illustration Style

Brand Strategy

To communicate Playfab's mission and offerings effectively, we developed a brand strategy. I participated in shaping Playfab's brand definition, analyzed research findings, and used the strategy to guide the design team.

Strategy Components:

• Qualitative Research
• Competitive Research
• High Level Messaging
• Brand Framework Definition

Trade Show Design

With a tight deadline before Playfab’s first GDC event, we collaborated with a client selected tradeshow vendor to design and create Playfab’s tradeshow experience using existing tradeshow components. I participated in space planning, directed the design, and oversaw production.

Print Collateral

To remind GDC attendees of the value and what Playfab does, I directed the design team to create a product brochure.

PLAYFAB

Playfab, a venture capital-backed startup, provides a comprehensive backend platform for live video games and managed game services.

CHALLENGE:

MY ROLE:

Account Management & Project Management

On Strategy Creative Direction

Multi-Disciplinary Senior Designer

SELECT DELIVERABLES:

Visual Identity System

Leveraging Graphics to Clarify the Value of Playfab

Logo

Icons & Illustration Style

Brand Strategy

Strategy Components:

Website

Website UX

Website Visual Design

Trade Show Design

Print Collateral

RESULTS:

Playfabwas acquired by Microsoft. The strategic work of helping them clarify their offerings, differentiate, gain funding and users, and establish their market leader position was creditedwith helping them secure the acquisition.

PLAYFAB

Playfab, a venture capital-backed startup, provides a comprehensive backend platform for live video games and managed game services.

CHALLENGE:

MY ROLE:

Account Management & Project Management

On Strategy Creative Direction

Multi-Disciplinary Senior Designer

SELECT DELIVERABLES:

Visual Identity System

Leveraging Graphics to Clarify the Value of Playfab

Logo

Icons & Illustration Style

Brand Strategy

Strategy Components:

Website

Website UX

Website Visual Design

Trade Show Design

Print Collateral

RESULTS:

Playfabwas acquired by Microsoft. The strategic work of helping them clarify their offerings, differentiate, gain funding and users, and establish their market leader position was creditedwith helping them secure the acquisition.

OTHER SELECT WORK