GameHouse® is a market-leading developer, publisher, and distributor of casual games. The company was started as a game development studio in 1998 and was a pioneer for the casual games industry. It was acquired by RealNetworks® in 2004, who started RealArcade®, a casual games service in 2001. Over the course of 10 years, RealNetworks games division expanded through the acquisition of additional game studios, game distributors, and technology providers. Their portfolio of assets also diversified from traditional casual game downloads to online, social, and mobile games as well as a popular core games. RealNetworks games division was at the forefront of the gaming revolution, but something was missing, a consistent identity. The acquired brands continued to co-exist causing a lack of identity and cohesion internally and externally. I was tasked with building a strong global brand that employees could stand behind.
Rebrand the RealNetworks global games division under the single name GameHouse to unite employees and reflect the evolution into a broader entertainment company.
For the first time since the inception of the games division at RealNetworks, I revealed a new brand strategy and identity that united GameHouse products, services, and employees. Brand development to launch took a total of four months through close partnership with the Chief Exec of GameHouse, RealNetworks CMO, and LiveAreaLabs.
I led the entire project from start to finish including conducting a brand audit; collaborating with our agency LiveAreaLabs on the creative brief, brand architecture, brand messaging platform, and visual identity; socializing deliverables with executives and key influencers to gain buy-in and ensure successful adoption of the brand; launching the brand internally to employees and externally across all customer touchpoints; and leading the creation of brand assets including style guide, business cards, animated logo and brand book.