MARS lightgun gaming system
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Branding — Packaging Design
Produced by PDP (now part of Turtle Beach), the MARS lightgun system was developed to revive the classic lightgun gaming experience — but adapted for modern living rooms and high-definition TVs. Classic lightguns traditionally required now-obsolete CRT displays, limiting accessibility for today’s gamers. Our mission was to reimagine lightgun gaming for a contemporary audience by creating a user-friendly system that works on modern displays, presented through a visually appealing and cohesive suite of branded products.
Overview — With retro gaming on the rise, there was a clear opportunity to reintroduce lightgun games in a format compatible with modern hardware. The MARS system delivers a nostalgic yet modern experience on today’s displays. Aimed at younger players, families, and casual gamers, the brand needed to feel fun, accessible, and reliable without becoming overly technical. For this project I worked on the MARS brand identity, the Voyage of the Dead logo*, game covers, packaging design, and marketing materials, ensuring every element balanced nostalgia, clarity, and approachability.
Design Approach — The MARS design language was built to be broad, friendly, and inclusive, reflecting its focus on families, casual players, and retro-gaming fans who value simplicity and ease. A rounded logo and circular visual elements created an approachable, energetic look, while the use of orange — initially required for hardware compliance — became a distinctive and memorable brand accent that helped the system stand out. This cohesive visual system carried through the logo, packaging, and all marketing materials, reinforcing clarity, unity, and a sense of fun across the entire product line.
Visual Development — I created the core MARS identity — including the logo, color palette, typography, and visual style — along with clear, approachable packaging for the lightgun system and starter packs. I designed the game covers and marketing visuals to feel modern and inviting, using simple shapes and bright accents to capture the energy of lightgun play. Across retail and digital materials, the system stayed consistent and accessible, ensuring MARS felt contemporary, cohesive, and easy to understand.
Outcome — The final MARS brand system is cohesive, friendly, and visually distinct, positioning the product as a modern, accessible take on classic lightgun gaming. Clear, unified branding and packaging make the system instantly understandable and appealing to families and casual players, effectively lowering the barrier to entry on today’s TVs. By emphasizing simplicity, approachability, and a touch of nostalgia throughout, MARS emerges not as a niche retro throwback but as a contemporary, engaging option for a wide and diverse audience.
Targeting the mass-market segment, the MARS brand was built on a broad, friendly, and universally accessible foundation.
