“The Guild for In-Game Creators”
Strategic Narrative, Category Design, Offering Structure, Messaging, Brand Identity, Brand Advertising
The Strategic Narrative
Gaming is the single largest entertainment industry in the world. Until today, gamers could play the game, stream the game, and even blog about the game - but they could not change the game.
Then came Overwolf.
Overwolf has created a world where every gamer can become a game creator. Only limited by their own imagination.
This is way bigger than creating a category, we’re talking about creating a whole new profession.
Overwolf has a new solution to an untapped opportunity. Our move was to brand the profession, not the capability. There was already tons of talk about the creator economy, so what we needed to do was define the new arena for where that creation takes place.
It's not making new games, it's not streaming games - it's creating something new inside the games everyone loves.
And with that, In-Game Creation was born with In-Game Creators as the people behind the magic.
The Visual Narrative
The castle represents the home of the guild - the user-centric community for in-game creators at the heart of the Overwolf brand. The gate represents an invitation to walk through the entrance to Overwolf’s world. The black material the visual elements are constructed of is evocative of plasticine and represents the finished games our creators build on top of and enhance. This underlying plasticine is then decorated with vibrant red runes to represent the in-game apps and mods our community of creators add to the finished games.