Timeframe
2 1/2 Weeks
Area
Publication Design/Rebranding
Website Link
Brand Redesign for Dreamhack ATL
The objective for this project was to create a entirely new rebranding for Dreamhack ATL, a gaming convention held for showcasing new gaming technology, tournaments, and so much more.
The Idea
I wanted to keep Dreamhack’s idea of having their branding really modern and geometric, but I wanted to embark on a more futuristic look as they are a gaming convention that has a focus on showcasing new technology for gamers.
Logo Update
I started the branding from the root, the logo. I took their blocky edged lettering and refined it with more sharp, direct, edges, giving it a striking, futuristic feel. I then removed the bridge from the letter “A” and tilted its peak to create a shape that will serve as its main branding logo, used for patterns and other mediums shown below.
Before
After
Convention Pass
The next step after creating the logo is the deliverables, and one in particular that is prominent in conventions are the passes. This pass design is meant to be modern, technological, and eye catching. I added the slanted “A” as the main element and added small icons and patterns to add depth within the pass. I then finished it off by adding a pattern on the lanyard which emphasizes the use of the new logo. This created a dynamic layout that represents the new rebranding well, and what it’s meant to convey going forward. This was my favorite deliverable of the entire project.
Poster and Billboard
The billboard and posters were the next to be created, I used the small icons from the pass to also use within the posters, I went with a “dictionary” style poster to design a more modern, abstract piece for the rebranding. Three posters were created, using 3 different focal points: A logo pattern, a controller, and the New Logo “A”.
As for the billboard, I designed a gradient using a pattern from the new logo to create a captivating image, which leads into the text that attracts the viewer into learning more at a quick glance as it is a Billboard.
Website Homepage
The website was the final deliverable that I wanted to redesign for this project as its one of the more important parts of a company campaign. The current website was really well done, with a solid HERO section, well-chosen colors, beautiful type hierarchy, and ultimately, very engaging.
I approached this by utilizing the recap video that they had further down their homepage, and used it a the attention grabber for the HERO section. I didn’t change much for the text layout form their previous design, but incorporated the sponsors below, and eliminated the sub nav bar that was present as I wanted to keep the contact info for the footer. I added in a page to disclose the new “redesign” to users, with the option to learn more, and re-shuffled their gallery page that has the concept of moving like a slot machine in casinos. In conclusion, I used the base of their current UX/UI layout and built upwards, to create a more engaging experience in order to gather new attendees. The link to the figma file is above.
