CREATIVE DIRECTION, DESIGN, STRATEGY, PRODUCTION

1UP is a venture fund created to support indie video game developers around the world—investing in their future successes, while also providing community and guidance for these small teams. The fund is headed by gaming industry veteran Ed Fries, a former Microsoft VP who built and ran the company’s game publishing business through the launch of the first Xbox.

Working closely with the partners, I designed a fresh logo and collateral for this new, community-focused venture fund. My chief end was to ensure that they had a simple, clean, approachable visual identity that captured the energy and passion of the indie game developer community they serve.