RacerX
SERVICES
Brand Strategy, Visual Identity
Developed as a speculative design case study, this project explores how a bold, modern identity system could position a brand like RacerX to resonate with its audience and stand out in a competitive industry.
Brand Strategy
RacerX was positioned as a gaming brand that prioritizes accessibility and shared experience without sacrificing credibility with serious players. The strategy centered on creating a brand that feels welcoming and inclusive while still resonating with tech-savvy Millennials and older Gen Z gamers who value structure, achievement, and digital fluency. Rather than leaning
into high-pressure competition, RacerX was designed to own a more human space in gaming, one focused on connection, trust, and enjoyment across skill levels. Many established gaming brands rely on rigid color conventions and aggressive visual cues. RacerX differentiates itself by embracing simplicity and warmth while maintaining clarity and scalability across
digital environments. The result is a brand that feels confident and modern without being intimidating, aligning with the audience’s preference for straightforward, honest design and their skepticism toward traditional advertising.
Verbal Identity
The verbal identity for RacerX was defined to feel light, casual, and encouraging, reflecting the brand’s “friendly game night” personality rather than a high-stakes competitive arena. Language is informal and approachable, designed to lower barriers to entry and invite participation regardless of experience level. The tone supports RacerX’s mission of
family-friendly, accessible gaming while remaining credible to more serious players. I intentionally avoided overly technical or sales-driven language in favor of clarity and warmth. This balance ensures the brand feels inclusive and trustworthy, reinforcing RacerX as a platform where fun and achievement can coexist. The voice complements the visual
system by keeping communication simple, human, and easy to engage with across digital touchpoints.
RacerX’s visual language is rooted in simplicity, legibility, and flexibility. The logo system combines a bold sans-serif wordmark with a custom “X” that subtly references a controller d-pad, creating a visual cue that feels familiar to gamers without leaning into childish or overly literal symbolism. This allows the brand to appeal to a wide age range while
maintaining a clean, modern presence. The color palette was chosen to set RacerX apart from industry norms, pairing a deep, tech-forward magenta with an optimistic signal yellow. These saturated but authentic hues convey warmth and approachability while remaining highly legible across screens. Supporting typography and photography further reinforce
accessibility, using strong geometric type and real, inclusive imagery to ground the brand in genuine human connection rather than stylized gaming tropes.
