Foulplay Games Logo System

Transporting a murder mystery brand to a world fitting of their fantasy-filled narratives, the Gold Sheep team was brought on to rebrand a gaming company with big goals- and these goals involve building a strong community and making a Comic-Con debut.

Through initial customer research, competitive analysis, and brand personality profiling, a new visual identity system was designed to take Foulplay Games from a commonplace murder mystery brand to a world of their own making- one the geek community will celebrate being a part of. A world of inclusion, acceptance, and imagination. Foulplay Games’s new brand identity connects them with their target audience and celebrates the fantasy worldbuilding their murder mystery kits are known for.