The Challenge
Chaos Goblin Games was created to be more than a tabletop gaming store. The owner wanted to build a true “third space” — somewhere people could step away from everyday stress, connect with others, and feel comfortable being themselves.
The challenge was that many gaming spaces can feel intimidating or overwhelming, particularly for women and people who may not see themselves reflected in traditional gaming culture. The brand needed to clearly belong in the tabletop gaming world while offering a noticeably different experience: welcoming, comfortable, inclusive, and fun.
The Solution
Before developing the visual identity, I focused on how the brand needed to feel when someone encountered it for the first time.
Through discovery and strategy, I identified an opportunity to move away from the darker, aggressive, or overly juvenile aesthetics often associated with gaming brands. Instead, I built the creative direction around kindness, personality, and a little bit of playful chaos — giving Chaos Goblin Games its own distinctive place in the market.
The identity needed to feel approachable at first glance and welcoming to a broad range of gamers—especially women and underrepresented players—without losingthe fun and personality of gaming culture.
Bringing It To Life
Bright, joyful colors bring energy and personality to the identity, balanced by a cohesive palette that works across signage, merchandise, social media, and other applications.
Bold, character-driven typography and custom goblin illustrations give the brand its own recognizable visual language — playful and expressive without feeling juvenile.
Supporting Elements
Brand in the Real World
The identity was designed to scale easily across both physical and digital spaces – from storefront signage and window decals to in-store details and branded materials. Each application helps reinforce the same feeling: approachable, intentional, and genuinely welcoming.
The Result
The final identity reflects the community Chaos Goblin Games set out to create — not simply the products they sell. By moving away from the darker, more aggressive conventions of the gaming category, the brand immediately signals that something different is happening here: a joyful, welcoming space where people can feel comfortable being themselves.
Final Thoughts
Chaos Goblin Games wasn’t about creating something loud or flashy – it was about creating a brand that feels safe, welcoming, and genuinely fun. This project reinforced why leading with strategy matters so the final result feels aligned, confident, and built to last.