GoPlay was a social platform for gamers to find gaming/life companionship through text and voice chat. I joined the North American Marketing team to "localize" its brand identity for western users, collaborated with content strategists to create the official website, and mentored overseas teams' designers on typography and style consistency.
*Swipe left or right on the image for full experience.
Before/After: social media banner
Previously, all marketing graphics were created by the designers and video editors from overseas teams. After coming aboard, I soon identified four major issues to be "localized" and addressed in the brand identity guidelines:
Use of logos
The use of the app icon, the logotype, and the isotype should be standardized.
Theme colours should be identified to make the brand more recognizable and memorable.
The default fonts in design software looked boring. Other typographic details, e.g. font size, leading, alignment, were also not accustomed to English readers.
The mockup portraits of users should be inclusive of different ethnicities.
Before/After: app launch screen
Before/After: video ads ending
*Changes from original concept were made to better accommodate the company's business goals and the target user group.
© Harley Guo 2022