I worked closely with the CEO, President, and Director of Creative Services to workshop through rounds of research, brand strategy, concept exploration, concept refinement, and production of final assets that needed to be delivered to various departments to be implemented before our scheduled launch in February 2023.

Magic is present in the creativity of game developers, the games they create, and in the hearts of the players. Magic is an evolving energy that empowers and strengthens its user. The fluid movement and ever evolving nature of fire, or a “magic flame”, lends itself to this concept.

As the in-house Lead Designer I was responsible for not only creating the visual identity of Maximum Entertainment, but also overseeing the consistency of the brand across all touch points to ensure strong brand recognition. This included creating brand guideline documents, asset templates, designer onboarding training, and asset storage organization and maintenance.