I was approached by Lumi Consulting, a Melbourne-based specialist Marketing and PR Consultancy for the video games and technology industry to create a branding system for the Victorian Government's "Education in Games" initiative. The brief had three main concerns - include bold colour, include gaming and include education. 

 

I sketched a great deal of concepts before landing on three that were presented to the client. Some initial concepts focused more heavily on the concept of coding as there was a piece of coding software that the client hoped to make the focus of the event that year. After some feedback, the concept below was selected and I moved onto colour and type treatments now that I had a solid logomark. 

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I chose a solid san serif with a horizontal-plane emphasis that I felt was sufficiently playful while remaining trustworthy and educational.