Transform a physical space into an immersive graphic experience.

Gaming is a network of entertainment centers and in-person gaming that needed a thorough brand redesign to align its identity with a new phase of expansion and renovation of its spaces.

The goal: to create a powerful, recognizable brand that connects emotionally with its users , capable of conveying both the competitive spirit of the game and the everyday proximity of urban leisure.

We worked from brand strategy to visual implementation in the spaces, developing a visual system that combines symbolism from the world of gaming , references to chance and luck, and a robust, versatile, and playful aesthetic.

The new identity is based on a symbolic iconography inspired by a passion for gaming. The chosen symbol: a four-leaf clover that fuses heart, spade, and chance, elements that evoke the emotional intensity of gaming and its connection to destiny.

At the typographic level, the brand opted for a solid, structured, custom sans serif typeface with soft edges that provide dynamism and humanity. The intense red color reinforces brand visibility and connects with the game's competitive universe.

The entire visual ecosystem serves as a recognizable, coherent, and flexible experience for all coworking locations.