In the last weeks of 2023, I developed the brand for “Game File,” the new Substack publication from gaming industry expert, Stephen Totilo.
Game File is “a newsletter for people who are curious about the business and culture of video games, from a reporter who has been on the beat for 20 years.”
During the discovery process, I realized that Stephen often tackles hard issues in the gaming industry, and as such, we decided that the branding should strike a delicate balance between bold, eye-catching & accessible, with a restricted color palette.
I aimed for a design that avoids excessive playfulness but, subtly integrated the concept of a gaming controller’s direction pad to provide context. The use of overlapping letters also adds a somewhat dynamic element to the overall aesthetic while remaining simple, solid and elemental.
