Tukè | Visual identity and tone of voice
Design of the visual identity and tone of voice for Tukè, a new online video game, March 2019. The project included the study and creation of the logo, the visual identity system and the communicative personality (tone of voice) of the game brand. The narrative concept is founded on a powerful idea: "What is the most resilient parasite? An idea." — a reference to the force of thought as the driver of the game, with visual echoes of futuristic urban settings. Role: Creative Direction, Interaction Design, Brand Identity, Tone of Voice. The work covered the entire brand ideation phase: naming (Tukè), logotype, colour palette, typographic system, communication guidelines and tone of voice for the different digital channels. 🌐 Digital context 2019: 2019 was the year of the boom in indie video games and online gaming platforms. Brand design for the gaming sector became a discipline in its own right, with visual languages blending dark design, bold typography and dystopian settings. The global video game market exceeded 150 billion dollars. 📎 References: - Newzoo – Global Games Market Report: https://newzoo.com/reports - AIGA – Brand Identity Design for Games: https://www.aiga.org/