Starting with the Symbol
The ESA has long been symbolized by its distinctive logo, representing unity and advancement within the interactive entertainment industry. Our goal was to modernize the logo, retaining its essence while enhancing its visual impact to reflect the industry's dynamic nature.

Developing a Unified Brand System
Beyond the logo, we needed a new brand system to accommodate the diverse array of member organizations and stakeholders. These entities required tools that ensured coherence across the industry while allowing flexibility to cater to their unique needs. Inspired by the visual elements of video game graphics and interfaces—symbols of creativity and achievement that developers and players alike recognize and celebrate—we translated these elements into bold, geometric forms. These forms serve as foundational blocks for design and interactivity. The system provides a common language for all communications, adaptable for any application, whether it be a presentation template or a vibrant campaign.

Crafting an Empowering Voice
We developed a voice that directly engages industry professionals and gamers, acknowledges their creativity and innovation, and empowers them to shape the future of interactive entertainment.

Extending into Digital Assets
In addition to strategic, visual, and verbal identity development, we were tasked with extending these tools into physical and digital assets. We explored ways to reinforce the brand's relevance through gear that industry professionals and gamers are excited to use and wear. By modernizing archived styles and incorporating contemporary design trends, the ESA can draw from its rich history for a wealth of design inspiration.

Embracing Multicolor Expression
While the ESA logo has traditionally been rooted in blue, it can now selectively expand beyond blue-only applications. This allows the ESA and its mission to come to life in multicolor, reflecting the vibrancy and diversity of the interactive entertainment industry