Where Virtual Meets Reality.
The E3 Conference, but With a Themed Twist.
PROJECT TYPE: Branding YEAR OF COMPLETION: 2017 DURATION: 4 weeks
E3, the Electronic Entertainment Expo, is a premier trade event for the video game industry. A dynamic theme was needed to differentiate it from past conference's. The "Unlocked" theme was inspired by video game symbols and the classic 8-bit gaming style. Geared primarily towards the gamer part of the audience (ages 21-36), as compared to the game developers, publishers and hardware manufacturers that generally attend. The execution could diverge from E3's traditional solutions, but still feel aligned to their core values and messaging.
To unify the theme with E3's brand values, logo and style of messaging, the expo got an updated color palette. I used a mix of bright and neutral colors to communicate the playful nature of gaming and how sleek the consoles look. The typefaces Texta, a contemporary sans, Apex Serif, a warmly authoritative serif and Mini 7, a pixel font, were used to evoke the gamer feeling while keeping things clean. Graphic elements, 8-bit icons and patterns were created to fit the "Unlocked" theme and are used all across the expo branding, merchandise and interactive elements.