Brand identity for Gingr Tech who create serious games that tackle business challenges

The problem

Technology start-up GingrTech creates experiential business simulation games that tackle common business challenges like reducing CO2 emissions and team work. Existing in an ever-evolving and increasingly competitive simulation games market, GingrTech decided to rebrand so they could develop compelling learning experiences with the narrative and collateral to match its ambition. They asked Creative Switch and With Design Intent to help them – and (excuse the pun) we were game.

The solution

Over two months, we held workshops and discovery activities with key stakeholders, including investors, serious games experts, the team, and customers. This helped us deliver a new brand that was human-centred focusing on a new value proposition, ‘the quickest way to learn is by doing’. The tagline, ‘Sometimes you win, every time you learn’, allowed GingrTech to emphasise the fact that learning is all about trying new things in a safe environment.

We humanised the brand by designing simple and iconic pencil sketches of faces with different emotional expressions. These formed the backbone of this emotional and engaging brand identity and helped connect the user’s rollercoaster learning experience to GingrTech. We created a naming convention that leant towards simplicity and clarity of the offer. We also used a strong colour palette and powerful typography to refine the master brand identity design, which allowed it to house a portfolio of products, including a suite of learning games.

• Project deliverables

  • Stakeholder workshop

  • Value proposition

  • Brand mapping

  • Brand audit

  • Brand positioning

  • Tone of voice and copywriting

  • Audience insight work

  • Design challenge statement

  • Concepts

  • Naming conventions

  • Concepts

  • Testing

  • Brand guidelines

  • Design management guide

  • Iconography set

  • Artwork and production