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YGG TV: The Creative Process of Rebranding YGG
In this episode of YGG TV, YGG Pilipinas Country Manager Luis Buenaventura and YGG Head of Design Jen Yu talk about the design process behind the YGG rebrand.
YGG TV, dubbed “the ESPN of web3 gaming,” is the latest online show produced by Yield Guild Games (YGG) where community members can tune in to learn more about blockchain gaming, discover the latest games, and stay up to date on activities in the web3 space. John Sedano, YGG’s Community Marketing Manager, spearheads the production of YGG TV episodes, which are released every Thursday at 9 p.m. SGT.
In this episode, YGG Pilipinas Country Manager Luis Buenaventura and YGG Head of Design Jen Yu discuss the behind-the-scenes work that went into the YGG rebrand and what influenced the design choices made by the team. Jen explains how any design process always starts with understanding the problem to be solved and what needs to be accomplished. She then shares a unique design challenge that the team had to address: how to redesign an already well-loved brand.
The following is an excerpt from the YGG TV episode. Watch the full recording on YouTube.
Luis (13:45): Let's fast-forward to your time in YGG. You've been spearheading the new YGG brand. Can you tell us a little bit about how that redesign came about and maybe some of the thinking behind it?
Jen (20:03): With any sort of design process, it always starts with, “What is the problem we're trying to solve, and what are we trying to accomplish?” Especially with the redesign, I think it was also a unique challenge, because YGG is already quite loved. When you want to do a redesign, you want to make sure you preserve all of that love that is already built in with the brand.
Then, break down and understand what are the pieces that make it a brand that people resonate with. A huge part of it was understanding the community. Because it's a very community-oriented, and community-focused brand. We also needed to find out what community means to the guild. And in our case, it is a gaming guild, where people play together.
When we think about the other activities we do as a guild, it's not just playing together that makes it special. Because, at the end of the day, just like how friendships are created in different ways, guilds are formed with different communities that have different focuses and goals. But I think one of the key issues that we unearthed was that everyone wanted to have their own identity.
But it's hard to show affiliation. How do we show that you are an individual or a group, but also a part of YGG? So that's the tricky part. And so one of the early questions we were asking is, “Okay, so here are two wants. How do we bring that together and create something that expresses individuality, but also expresses that you belong to a group?”
You can watch the full episode on the Yield Guild Games YouTube channel.