BRANDING WITHIN
THE STORY
BRAND IDENTITY CONCEPT
The visual identity of the underground games takes inspiration from 1970s television game shows, using bold colours, striking typography, and highly commercialised advertising to disguise the brutality of the competition as mainstream entertainment. The familiar aesthetic creates a sense of legitimacy, allowing the organisation behind the games to operate in plain sight.
Promotional material includes vertical posters for physical displays and social media-style advertisements, alongside square formats for match announcements, "Who vs. Who" promotions, and leaderboard updates. These are distributed throughout neighbourhoods under the syndicate's control, becoming a constant presence in the urban environment.
The widespread visibility of the games reflects the corruption within the world. Law enforcement and public officials largely ignore their existence due to bribery and the economic influence of the organisers, particularly in lower-income districts where the games are normalised. Despite their local presence, the primary audience consists of wealthy spectators who view the matches as entertainment and opportunities for betting.
Access to the games also reinforces social hierarchy. The quality and fidelity of VR equipment serve as visible indicators of socioeconomic status, with wealthier individuals experiencing the spectacle through premium technology while poorer communities engage with shared lower-quality systems, further emphasising the divide between those who profit from the games and those who are consumed by them.
Brand Identity for the Game Show ‘The Atomos Games (TAG)’
Social Media Content
Digital Billboards & Banners
Posters