PROJECT DURATION
Jun/2019 - Feb/2020
7 months
MY ROLE
Researcher
PROJECT OBJECTIVE
Rebrand a game development team
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TEAM
Daniel Oliveira
Fernanda Netto
Giovanna Japiassú
Lucas Araujo
Luciana Andrade
Marina Japiassú
Matheus Homsi
Pedro Landeira
Pedro Fernando
Raphael Ramos
THE CONTEXT
Rio Puc Games (RPG) was an academic team of digital and board game development, created by students and for students only, at Pontifical Catholic University.
At the time I worked there, we understood that a change in the team would be necessary since the old visual identity was created by people who were no longer part of that space and had no defined principles. It was necessary to understand the teams' main objectives to deliver a new identity to the team with a clear positioning and clear objectives, both among ourselves and social networks.
Since this project lasted for a long period of time, ten people were involved in it, some joining only at the end and others participating in the beginning but leaving during the new logo development. I participated in all the research and naming processes.
The old logo
QUANTITATIVE RESEARCH: FORMS
To start the project, we created forms for the inside and outside of the University, to understand and obtain data about the reputation of the old brand in relation to the name "Rio PUC Games", and understand the possible problems that this name brings to the team, and then decide whether we should change it or not.
Inside the University, for example, we discovered that the team's greatest reach was among students of Design, Communication, Engineering, and Computer Science.
We also discovered that first impressions of the name were mostly "cool", "creative" and "Interesting", but a significant amount of people also believed it was a confusing name that could refer to several other meanings.
FOCUS GROUP
After obtaining external quantitative data regarding the team's reputation, we decided to gather new members and former members for focus groups in order to understand the team's own view of our values. We distributed them into 6 groups. The idea was to have the members discuss until they came up with answers they agreed wtih.
Some of the main questions in the dynamic were "What is your opinion about the team?", "How would you explain the team to a friend?", "What is our goal? Why? How do we achieve it?", etc. We also asked each group to choose only five words that they believed define the team.
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RESEARCH CONCLUSION
At the end of the research process, data gathering and discussions, we defined the brand's purpose, values, and concepts:
PURPOSE
"Bringing students together with the intent of creating good professionals for the future by enhancing their technical and social skills through game development"
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VALUES
1. Constant Evolution
2. Transforming Experiences
3. Knowledge Exchange
4. Looking Toward the Future
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CONCEPTS
1. Union
2. Learning
3. Aspiration
4. Professionalizing experience
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Prisma Game Lab focuses on bringing together people interested in improving their technical and social skills to form good professionals, bringing a spectrum of possibilities for their future.
When light passes through a prism polyhedron, it suffers the effect of refraction and multiplies, revealing a whole spectrum of colors. At Prisma, we seek to bring this same principle by providing a transformative experience that colors the resumes of our members. Our goal is to open a space for college students to improve their skills and grow as people, aiming to make good professionals for the future. The games we create unite us and give us a common goal. Through them, we are able to provide endless moments, both for team members and for those who, like us, are on a journey to achieve their dreams.
THE RESULT
The logo has two versions, one filled and outlined. The application should always consider the contrast between the logo and the background, using the version where the contrast is more apparent.
