GameHouse

Summary

All across the globe, millions of people enjoy GameHouse gaming experiences on their smartphones and tablets, on Facebook, and online and via downloads on Gamehouse.com, Zylom.com, and Atrativa.com. It's a well-loved brand, backed by the largest catalog of 3,000 (and counting) casual games. But something was missing—a consistent identity, a distinct cause that both players and internal teams could rally around.

So in spring 2011, GameHouse approached LiveAreaLabs with a rebranding opportunity aimed at building a strong brand that employees could stand behind and that would capture the sentiment of the players it serves.

LiveAreaLabs began the engagement by working closely with the GameHouse team to articulate and document business needs and strategies. This level of partnership continued to grow throughout the engagement, strengthening the initial creative brief and, ultimately, the brand itself. The process included multiple rounds of internal interviews to build consensus, a comprehensive competitive analysis, sentiment analysis, and gathering direct feedback from GameHouse customers.

This research served as a strategic and creative wellspring that resulted in a new brand platform. One that captured the promise and the action-oriented attributes that embody the leading-edge elements of the brand. And one that the team and GameHouse customers could really stand behind.

In addition, the document went yet deeper by illustrating the organization's brand architecture, brand messaging, and clear examples of the brand in key executions. Such tactical and plain-spoken extension of brand documentation is key—a brand is meant to be understood and used by each and every member of an organization. And such an approach helps ensure it.

When it came to brand visual identity, LiveAreaLabs took strong cues from customers. For instance, players repeatedly said that GameHouse was more like a home than just a portal chock-full of games. LiveAreaLabs listened … and then tapped into the visual elements that evoke a comforting sense of place. You can see this in a dynamic mark that maps the familiar locales and game elements that draw players in to the GameHouse world. Paired with the positioning of "It's good to game." people are welcomed—and assured that a little escape from time to time is wholly worthwhile.

As is well known, branding is a multi-year proposition. It takes time for an organization to embrace it and reflect it, and to consistently act on it in a way that proves positive for the people it serves. With GameHouse, the organization was already off to a strong start in the eyes of its players, as indicated by direct customer feedback. By understanding their sentiments and articulating an identity and way of acting around them, GameHouse has created a brand that provides the business with yet another tool by which they can successfully, and authentically, reach their business goals.