BRIEF
You
must develop a visual identity for a company named Thinking Labyrinth
which makes workshops and educational content on game design. They stand
out through their clear learning paths and lecture options. With a team
of experienced game designers and guest lecturers, they support
professionals at every level, helping them develop crucial skills and
find their place in the industry.
CREATIVE THINKING
The
brand needed to speak to two audiences: newcomers exploring game design
and established professionals considering a shift within the field. I
focused on positioning Thinking Labyrinth as a trusted guide for both,
exciting beginners while reassuring experienced designers that career
pivots are natural. This thinking shaped the visual identity, tone of
voice, and especially the copy.
The brand and logo concept are centered around a simple phrase: "navigate through game design." This slogan connects the brand name directly to its mission while introducing a navigational metaphor that runs through the entire identity. The logomark itself layers multiple references: a maze structure, neural pathways, retro game level design, and directional wayfinding. These visual cues work together to communicate both the challenge and guidance inherent in the learning process.
Inspired by the logo, the brand system builds on a scalable pixel grid—mirroring how game design thrives on structured creativity. With a bit of wordplay, I aimed to show that learning can be fun at all stages of your career and Thinking Labyrinth can help you find the right path for you.
