When it comes to Midwest Games, the name says it all. The video game publisher is dedicated to creating opportunities for the crazy amount of talent across the Midwest and other underrepresented regions. Midwest Games is led by industry veterans and headquartered in Green Bay, WI. Their unique model challenges the mainstream gaming publishers, mostly concentrated on the West Coast and Texas, bringing more options to those with a real passion for games.

Midwest Games asked us to develop a new visual identity that worked as a whole new brand design system. They need us to help showcase their relevance in the industry's contemporary conversation and inspire new talent, vendors, partners and final users who engage with their games. For Midwest Games, their name and their headquarters are everything. Our brand identity had to burst with regional pride in the same way the brand does.

We created an exciting visual identity that spoke to the energy of Midwest Games and, most importantly, their regional roots. We searched for typography with the same triangular properties as a coniferous tree to create a visual link between the brand and its midwestern habitat. Its design is rooted in the clarity and functionality of geometric forms, yet it possesses subtle nuances that give it a warm, humanistic touch.

By correcting the angles of the M and W, a simple and edgy symbol was crafted that’s as authentic and fearless as the brand is. With it, we created a set of visual graphics, including the Flag and the iconic Chevron, to build both brand distinction and versatility. The design is everything that defines the Midwest Games: creative, local, authentic.