Late last year, we got the call from Steve Hammer (VP of Marketing) that he had chosen Thermostat (our award-winning design agency in Berkeley, CA) to execute on his brand positioning for the new corporate brand of the company now known as Iplay. We were excited about the opportunity because it was clear that this work would help shape the future of Iplay. This was not a “typical” one-project job, but an entire campaign driven to drive brand awareness and equity for a company look to represent fundamental and positive changes. Steve tasked us to develop a comprehensive campaign covering multiple logo treatments, marketing collateral, signage, ads, direct mail, and more.

In our initial discussions with Steve and his team, we all agreed the new Iplay identity should communicate the company’s mission to offer a broader range of interactive game entertainment to a larger target audience, especially beyond traditional casual gamers. Thermostat focused on the three core attributes of Iplay—content, curation and connectivity—to create the new brand.

As we went through the creative process, a simple brand mark emerged that embodied the new positioning from all angles. The new Iplay logo represents content, curation and connectivity with an orbiting group of letter I’s to express connectivity. We utilized the RGB color spectrum graphically to represent all digital media content and curation by overlapping shapes that form a play button in the center.

We at Thermostat are proud of our partnership with Steve and the Iplay team. In perfect tandem, we captured the true essence of the Iplay brand through our creative interpretation of their business objectives and core strategies. It will be fun watching Iplay continue its evolution as a globally recognized leader in interactive games entertainment—built on a strong new brand foundation created through our work together.

Shawn Rosenberger
Principal & Creative Director
Thermostat

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