Baxy Barcade by Gamestop
Gaming has matured into an industry far surpassing the screen. As the culture of streaming entertainment grows and retro nostalgia endures, gaming has become a unifying force. Baxy is a prototype bar and gaming space aimed at those curious about the hobby and focused on harnessing its positive social power. A space for players of all skill to compete, cooperate, and kick back with a neon colored cocktail.
Retail Design
Visual Design
Customer Experience
Brand Development
Brand Direction:
Type: The gaming world is typographically rich and expressive, allowing us to lean into a variety of styles.
Texture: Different game genre and setting display a variety of textural depth and personality to pull from.
Tone: Warm and neutral tones from the environment for comfort paired with bright and lively colors for a unique balance.
Primary Identity
Secondary Identity
Tertiary Identity
UI Branding
Digital Menu UI Display Prototype
Concept Renderings:
Bar & Arcade: The bar flows around to a neon alleyway hidden to the side, full of retro cabinets, crane machines, and graffiti inspired environmental graphics.
Arena: Cooperation is fun but so is some friendly competition. The Arena allows for plenty of space for spectators and ample seating for multiplayer matches.
Tabletop Gaming: Tables with enough room for your entire D&D group (without the podcasting equipment) or 1 on 1 booths featuring moveable screens.
Public & Private: Different places for different play styles. Some may opt for a more lively open space to play, while others can have a more tucked away experience.