TELUS Games Show is an event that brings together gamers, professionals in gaming and third parties for the first time on the Balkan Peninsula. The event had to be canceled due to the pandemic. However, the concept reached the peak of its development and was ready to be delivered.
The main aspiration of the company was to use this event as a company branding and to build a name as an employer in games – the company specializes in games support.
The event had to target three main aspects of gaming: people who play, people who work in the gaming industry, games for a cause (charity and non-profit gaming initiatives, supporting all kinds of people in need and disability). Another great purpose of the event was to give away booths for free to local Indie studios to showcase their products.
INSPIRATION: futuristic, high-end, bold, playful
CONCEPT: the main concept of the event brand and overall event style was to cater to futuristic out-of-this-world experiences – as gamers get immersed into the world of the games they play
CHALLENGES: as the event was brought by the corporate brand, both had to match at a point, meaning in terms of design, gaming had to meet corporate minimalism and white spaces
SOLUTION: used corporate font (Helvetica) to produce block text elements; developed a system of colors to accommodate brand-specific requirements, e.g., company logo on purple background; converted minimalist white spaces to dark theme space backgrounds with light watermarks
DELIVERABLES: event logo, brand identity (brandbook), presentations templates, internal and external communication, event marketing, merchandise
CONCEPT: square block shape
CHALLENGES: incorporating the full name of the event as it was the first of upcoming series, to promote brand awareness and refer to the company owner of the event – a TOTAL OF 21 symbols
SOLUTION: develop a solid square/block shape to fit in all letters and added two symbols to break the stiffness of the logo
DELIVERABLES: event logo, symbols and title in one
As the event had to meet the corporate guidelines of TELUS International, it made the most sense to develop the Brand Book in-house – a TOTAL of 100+ pages of guidelines were thought and calculated to secure all elements fit together properly. Here are a few pages of what the Brand Book looks like.
