GoPlay

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.  

MY ROLE

Brand Refresh
Web Design
Graphic Design

YEAR

2021

GoPlay-main-visual

Main visual concept

Rebranding: A Visual Localization

*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.

Colours 
Theme colours should be identified to make the brand more recognizable and memorable.

Typography
The default fonts in design software looked boring. Other typographic details, e.g. font size, leading, alignment, were also not accustomed to English readers.

Inclusivity
The mockup portraits of users should be inclusive of different ethnicities.

Before/After: app launch screen

Before/After: video ads ending

Establishing Guidelines

Design

*Changes from original concept were made to better accommodate the company's business goals and the target user group.

GoPlay-app-store-image

App Store images (screenshots)

© Harley Guo 2022