Formerly “Ultimate Games,” the game technology company’s visual identity no longer reflected its growth or positioning, nor did it embody any of its internal values. The brand needed to convey maturity, depth, sophistication, and be more representative of the character of its team. I led the full redesign of Chaotic Games’ brand identity to align with its values and appeal to game studios and investors.
I identified the tension between chaotic creativity within the company’s walls and the professional polish they needed to exude to stand out in the games space. The brand led with “embracing transformation and chaos,” which is rooted in the team’s core values.
I developed a moodboard featuring black hole imagery to symbolize depth, chaos, and gravitational pull. It was a reference to balance, texture, beauty, and sophistication–all of which could be extensible. The mark was inspired by a black hole key art, which I vectorized into layered, fragmented shapes symbolizing creative disruption and depth. These acted as adaptable elements for visual storytelling across media (web, investor decks, merch, etc.)
After establishing color with aggressive accent hues, I chose scalable typography for its wordmark, and applied modular textures utilizing the vector fragments from the logo mark. With primary, secondary, and tertiary elements documented in a system format, I applied the branding consistently across digital touchpoints, including building a Webflow site for the company, decks for investors, and templates for social media.
Surveyed external game developers (from a research pool) reported ~50% increase in perceived professionalism and trustworthiness. Existing investor prospects noted improved credibility and a willingness to share amongst networks (especially after deployment of the website). The identity holds much more visual distinction, especially due to its accent elements, which play a key role in setting Chaotic apart in a saturated game engine market.
