Change the Game
identity refresh
An initiative (and program) by Google Play.
Launched in 2017, Change the Game was created to make the gaming industry a place where every woman and girl felt safe, represented, and valued, both as gamers and creators. Today, Change the Game does this by inspiring the next generation of Game Changers with educational programs and partnerships, design challenges, and industry research and resources. The program spotlights and celebrates the women who are already changing the game, with emphasis on those who advocate for diversity and representation. But most importantly, Change the Game makes space for women and girls to love gaming, together.
R/GA, 2022
One of the main challenges of the project was to keep some of Google's identity, but making sure Change the Game was an independent program with an independent look. Therefore, we've decided to use three of the main Google colors (red, yellow and blue), alongside with a new color scheme that is warm, playful and bold at the same time. Change the Game is about welcoming girls and women into the marvelous world of gaming, so we really wanted to give a cozy feel with a touch of joy.
The Google identity is also present on the icons. What we're proposing here is an adaptation of the icons already used by Google, but with some design tweaks - such as the use of colors and the applications as stickers.
Talents:
Athena Griffith | Carmen Cramer | Leoriane Setti | Maya Shaddock | Pia Vivo | Ryan Adair | Stephanie Veras | Wes Wanderpool