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Bridging the authenticity gap between brands and the gaming community for a gaming advertising consultancy

Boss Level Creative

BrandingBrand Development

Founded by multi-disciplinary Creative Director and gaming content creator, Antonia Bonello. Boss Level Creative is a gaming advertising consultancy that is here to bridge the authenticity gap between brands and the vibrant gaming community through joy-infused creative that truly resonates.

We created an exciting brand identity that married Antonia's expertise in creative social advertising with her focus on gaming. The branding needed to represent her values of diversifying the gaming industry by making space for minority audiences in the gaming world.

CREATIVE & ART DIRECTION

Emilia Kireli Reed

DESIGN

Emilia Kireli Reed, Katrina Chung (me)

AGENCY
Kireli Studio

Core Themes

We looked into the core themes that creativity and gaming share: to play, to adapt, to build, to explore, to problem solve, to transcend.

I researched pop culture across the globe as inspiration, taking reference from gaming artwork and design, as well as comic book design and art history. I then explored different design ideas to communicate those core values.

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Creating a boss level identity

We worked closely with Antonia to craft an identity that truly captures the essence of Boss Level Creative.

 

Using a hand-lettered font that exudes energy, we incorporated levelled E’s to represent different stages of a game. Just like in-game milestones, the ‘X’ symbolises achieving treasures and checkpoints, ultimately reaching the top of the game by overcoming every challenge. The ‘X’ evolved into a key brand asset in the process.

Resulting toolkit

Antonia also needed a design system that would complement her content creator brand, 8bit_bonello. To create harmony and contrast, we chose green to represent Boss Level Creative, paired with pink and purple for 8bit_bonello. We gradually refined the work with Antonia until we created the colour and typography system you see here.

In addition to designing the brand guidelines, I also created visual examples, including a one-page advert, business card, and hoodie design to showcase how the brand can be adapted.

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