About the Project
You probably know Twitch as one of the biggest names in the gaming community, and that is a title that bears no exaggeration. Every day, they bring together a global community of millions seeking to experience gaming in a unique, magical way. So, yeah, when they called us up to help them on the launch of their very first game alongside Amazon, we were geeking out, but also knew we had some pretty big shoes to fill. Also, when you have the right partner and the right project, it becomes really easy to harmonize.
Even though we had a huge challenge to take on, our international team was a perfect fit to find the best way to position a brand that would be ready for the global market; relating to its parent company, Twitch, and containing its four tenets: shared, live, entertaining and multiplayer, while still having its own soul and unique vibe. this new project was a karaoke game, and we would be able to lead the branding and naming process.
To kick it off, we performed a brand analysis so we could truly understand the values behind the brand’s fans, but also to understand how this new game could appeal to a new, broader audience. For the naming process, we came up with several different options, both with and without Twitch in the name. In the end, we chose Twitch Sings because it represented the idea of the full Twitch community together, singing and having fun.
When we got to the branding part, we really wanted to create a brand that would convey the values of fun, which is what Karaoke is all about. After eight different options, we finally found one that clicked with us and the whole Twitch and Amazon leaderships.
Inspired by a deep, urban, vintage Tokyo neon atmosphere, we brought out for the brand this accessible feeling of that Karaoke place just around the corner you can go with your friends at any time.While creating the brand, we decided to have two big, meaningful elements: first, the glowing neon and geometric text that electrifies the Twitch Sing mood with a sense of analog warmth and nostalgia, that is also promising and exciting. Second, the asterisk was a cheeky wink to the technology behind the platform that allows you to amplify your voice. hidden in plain sight, the asterisk over the “i” also nods to the control you have over your own action. Combining these two key elements, the aesthetic draws you into the unique experience Twitch Sings has to offer.
Once the designs were completed, EAT helped and worked with several different materials to make this brand come to life, including key art options, mood boards, icons, UI, social media voice and artworks for the announcement.