Gameheroes branding

The Brief
I was tasked with redesigning the branding for Macmillan’s 24-hour gaming fundraising event. This included refreshing the logo, developing a new colour palette and pattern system, and creating a bespoke icon set — all to be used consistently across both print and digital platforms.

The Creative Solution
To ensure the brand felt relevant and engaging for the gaming community, I began by researching current visual trends in the gaming world. This led to a bold, energetic colour palette centred around purples and pinks — tones that are highly visible in gaming culture and streaming platforms.

Building on the existing design system, I retained the use of cubes as a recognisable element but evolved them with a nostalgic twist: incorporating 8-bit graphics to nod to retro gaming. The result was a look that felt both fresh and familiar.

The new branding was rolled out across social media, with a series of animated adverts and video content designed to drive engagement. The campaign has been highly successful — the refreshed identity helped boost recognition, and sign-ups increased by 20% compared to the previous year.