​
✦ The brief
Angles is a Melbourne based, cross-disciplinary gaming conference run by Freeplay that explores experimental ideas from various fields. It features two days of ticketed talks and one public day of exhibitions and workshops. The challenge was to design a visual identity system for the events and a place to for visitors to "explore new ideas and hear some weird shit."
My role
As a designer I was asked to create a comprehensive visual identity system for Freeplay's rebrand from a single festival to an umbrella organisation, developing a distinct yet cohesive branding for three separate Angles events.
​
I needed to also solve the complex communication challenge of clearly differentiating between each event across multiple venues and dates, while maintaining brand unity and appealing to both Freeplay's experimental audience and newcomers to the gaming communities.
Role: Graphic Designer
Timeline: 2 months
Tools:
Adobe Suite, Procreate
Deliverables:
​
-
Print ready material: Portrait A1 Posters for 3 events
​
-
Digital Assets: Social media variations & landscape blog header images
​
-
Brand system: Color palette & typography guidelines
​
-
Merchandise concepts & ongoing design support
✦ The design challenge
The primary challenge was developing a visual system that could clearly communicate the varied nature of three distinct events:​
Angles Conference
​
A ticketed conference with talks exploring the intersection of games and other disciplines, featuring a mix of ticketed presentation days & a public exhibition day.
Angles Activities
​
A community-focused showcase of local megagames, board games, and tabletop RPGs designed to welcome newcomers to these gaming communities.
Angles Market
​
An evolved version of the previous Night Markets, combining market stalls, installation games and social atmosphere in a party-like setting.
