Struggling

Create the branding and marketing visual style for a new video game under the Frontier Foundry publishing label. As Struggling was a very different and unique game for Frontier, the branding and visual style needed to be unique, and something that fits with the product. It should be fun, chaotic and visually sticking, like the game it is representing. Inspiration was drawn from old 90’s cartoons, Nickelodeon and other more experimental and sometimes quite graphic shows like Rick & Morty. Original branding was a good starting but having the character as part of the logo was problematic as this would be very repetitive when used over keyart. Type was printed out and drawn over, or written out by hand, then scanned in and pulled apart, overlayed, stretched and distorted to produce unique characters / typeface for the branding. The type needed to be thick to appear like the main character. Elements of the character were re-drawn and then used on the branding to make the type feel as if it was the main character. A colour palette was derived from elements of the game like skin tones, body parts and the radioactive elements dotted throughout the world. The final version had the text split into 2 parts, STRUG and GLING to reflect the 2 parts of the character. The 2 middle parts where the type overlapped, where dripped in the radioactive goo that was present in the game. Merch and a physical edition were explored to show how the branding could be applied. It was important that every element was fun, engaging and represented the game.