SCUF Gaming

Brand Book

I developed a comprehensive brand book for SCUF Gaming, a leader in custom gaming controllers. The project involved a deep dive into audience demographics, societal impacts, and technological advancements, emphasizing what it means for consumers to synergize with their game using controllers that act as an extension of their bodies.

By conducting extensive research into the people the brand exists for, I reworked SCUF Gaming's brand to align closely with the design target. This involved crafting a unique brand identity that resonates with gamers of all levels, bridging the gap between creative and strategy. I developed a visual narrative and a set of ownable values that permeate the brand's messaging, ensuring it appeals directly to the target audience while also reaching aspirational and consumption audiences.

The brand book includes detailed guidelines on visual identity, tone of voice, messaging, and applications across various touchpoints. This project highlighted the importance of creating a brand with heart, demonstrating how strategic design can effectively engage and inspire the gaming community.