Re-Branding the Wasder Brand, Design & UI

My Role: Creative & Brand Director, Project owner.

As Creative-, Brand Director and Project owner of the Wasder Re-Branding my responsibility was to oversee the project from strategic development to finished brand documentation and implementation. Guiding the whole team and stake holders through the different phases of the project making sure the final result lived up to the expected outcome and reached our strategical goals.

Next Generation Players are shaped by a world where video games play a huge part in everyday life, impacting everything from music and movies all the way down to the sneakers they wear. The time when being “a gamer” was a distinct identity is history. For this generation, it is part of a lifestyle that will reshape the future of our culture.

Based on our target audience’s relationship to gaming, our Brand Strategy was tailored to widen the Wasder Brand appeal. Aiming towards being perceived as a lifestyle brand for people who spend time playing, rather than being perceived as a Subcultural Gaming brand.

The Visual concept we based on street culture and urban expression. Finding inspiration in the aesthetics of the urban environment, street fashion, street art and youth culture. Creating brand recognition for ourselves as well as to facilitate for other brands. Stickers, markers, stencils and spray paint are tools we refer to in our brand cues. Wasder don’t want to come off as overly polished and distant from our users so graphically we’re referring to street culture and the urban lifestyle, where public individual expression is encouraged and personalities can flourish and inspire others.

As Wasder pivoted from a community for streamers to focus on a wider audience, it needed an updated design system that could work as a blanc canvas, facilitating more partner brands, attract more types of users and carry the company’s new brand position.

The system was developed to be consistent enough to streamline workflows but also flexible as to allow for the designers to experiment and for Wasder to grow at a scale-up rate.