MARS lightgun gaming system
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Branding — Packaging Design
Classic lightguns used to work only with CRT televisions and monitors, which are increasingly difficult to find these days. However, with an easy-to-use system, PDP wanted to bring the fun of lightgun gaming back into the living room—this time, for high-definition TV sets. The company launched a series of starter packs that included a game, a lightgun, and an infrared camera. For this particular project, I worked on the overall MARS brand identity, game covers, packaging design, and other marketing materials.
The MARS brand identity conveys a fun and fresh image that connects with young and family demographics. Ultimately, this influenced the simplicity in the construction of its straightforward rounded shaped logo and visual system.
Although orange color was used on hardware strictly for law compliance reasons, it was also introduced as an accent color for brand identity—orange did not conflict with any first party or competitor’s brand colors. Organic and circular shapes were used for most of the graphic elements in order to achieve a dynamic and focused look that reflected the precision of the MARS lightgun.
Because the MARS brand is targeted at the mass-market segment, its foundation was conceived to be as broad and friendly as possible.
