Nhn Design & Branding ICON GRAPHIC FOR TEIBAN GAMES by Dentsu Inc. Tokyo, NHN CORPORATION

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ICON GRAPHIC FOR TEIBAN GAMES

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Industry Website
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Naoya Hosokawa
Art Director Yuko Katsumata, Mari Kishida
Agency NHN CORPORATION
Released July 2011

Credits & Description

Category: Consumer Services
Advertiser: NHN CORPORATION
Product/Service: HANGAME
Agency: NHN JAPAN CORPORATION
Agency: DENTSU
Project Manager/Lead Marketer: Jaeyong Kim (Nhn Japan Corp.)
Creative Director/Senior Designer: Jeongwook Heo (Nhn Japan Corp.)
Art Director/Senior Designer: Yunhwa Baik (Nhn Japan Corp.)
Project Director/Executive Officer: Iwao Abe (Nhn Japan Corp.)
Planner/Marketer: Hakseon Lee (Nhn Corp.)
Planner/Marketer: Soichiro Yamaura (Nhn Japan Corp.)
Planner/Marketer: Yuko Sano (Nhn Japan Corp.)
Creative Director: Naoya Hosokawa (Dentsu)
Art Director: Yuko Katsumata (Dentsu)
Art Director: Mari Kishida (Dentsu)
Media placement: TV CF - TV In Tokyo, Osaka, Nagoya - 28 July 2011-31 August 2011
Media placement: App Icons - App Store, Android Market - 28 July 2011-Presents
Media placement: Banner AD - Internet - 28 July 2011-31 August 2011
Media placement: Giveaway(Icons Magnet) - Internet Campaign - 28 July 2011-Presents
Media placement: Guide Book(ZAGAT Tokyo) - Offline Events - 28 July 2011-Presents

Describe the brief from the client
Hangame used to be the no.1 PC online game brand in Japan.
For the new smartphone games market, we need a change to lose the old and potent PC online game image we’ve built. We are now trying to create a new brand identity.
Teiban games have been popular for a long time, so on one hand, they may sound little dated. In addition, too many similar games are already published, so they all tend to look alike. Teiban games are games that are easily and simply enjoyed. Examples being solitaire, Sudoku, chess, Reversi, darts, jigsaw puzzles etc.

Describe the challenges and key objectives
Create a new and original brand identity for smart-phone. We designed 50 symbolic icons for each Teiban game. They look similar, but each visually explains what the game is. All those 50 icons together consist of the whole new brand identity of Hangame. Those icons and new brand identity can be seen in TV CF and other promotions.

Describe how you arrived at the final design
The Teiban games icon concept is simple and stylish and symbolises each game.
1. Find out motif of each game.
2. Symbolise out of the main motif of each game.
3. Make symmetrical pattern
4. Create the whole image of Teiban games with 50 game icons.

Give some indication of how successful the outcome was in the market
A new and stylish Teiban games’ identity was created. Many of those who played our Teiban games looked for more game in the series. As a result, new users increased by 154% and unique monthly users also increased +115%.