MODULAR APPROACH TO EVENT BRANDING - Creating a visual identity for #FGJ19
Smatanová, Sylvia (2019)
Smatanová, Sylvia
2019
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201904296320
https://urn.fi/URN:NBN:fi:amk-201904296320
Tiivistelmä
The main objective of this thesis was to investigate how modular approach can be utilized
in instances of branding. It specifically looked into cases of creating visual identities for
game jams – a hackathon like game creation events. It analysed individual elements their
branding materials consisted of, and then applied this knowledge in the creation process of
the #FGJ19 event branding.
The thesis includes two case studies and one in-depth design case analysis. One of the
case studies was an independent game jam (Nordic Game Jam), and the other one
centered on the Global Game Jam umbrella brand which #FGJ19 is apart of. The in-depth
design case concentrated on Finnish Game Jam, the institution organizing the #FGJ19
event. The thesis also studied modular systems, and the ways they can encourage
cooperation and improve community engagement.
The final product was a customizable asset pack/image library – released under the CC
license (CC BY-NC-SA 4.0) – and free to use for both the local regional organizers (for
customizing event related materials) and attendees (as graphics in their jam games). The
thesis also includes a post-mortem breakdown of the materials created by both organizers
and attendees, along with their feedback.
In the future, additional research would be recommended to draw more concrete
conclusions on how modular branding can be used effectively. But regardless of the limited
amount of cases studies, using modular approach in this particular case was successful
and beneficial in terms of community engagement, and thus it can be recommended to
anyone designing branding in similar circumstances.
in instances of branding. It specifically looked into cases of creating visual identities for
game jams – a hackathon like game creation events. It analysed individual elements their
branding materials consisted of, and then applied this knowledge in the creation process of
the #FGJ19 event branding.
The thesis includes two case studies and one in-depth design case analysis. One of the
case studies was an independent game jam (Nordic Game Jam), and the other one
centered on the Global Game Jam umbrella brand which #FGJ19 is apart of. The in-depth
design case concentrated on Finnish Game Jam, the institution organizing the #FGJ19
event. The thesis also studied modular systems, and the ways they can encourage
cooperation and improve community engagement.
The final product was a customizable asset pack/image library – released under the CC
license (CC BY-NC-SA 4.0) – and free to use for both the local regional organizers (for
customizing event related materials) and attendees (as graphics in their jam games). The
thesis also includes a post-mortem breakdown of the materials created by both organizers
and attendees, along with their feedback.
In the future, additional research would be recommended to draw more concrete
conclusions on how modular branding can be used effectively. But regardless of the limited
amount of cases studies, using modular approach in this particular case was successful
and beneficial in terms of community engagement, and thus it can be recommended to
anyone designing branding in similar circumstances.