01 Introduction
For the 2024 Joint Conference on Serious Games (JCSG), I developed a comprehensive visual identity system spanning print, motion, merchandise, and digital. The design aims to reflect the conference’s interdisciplinary nature and innovative spirit, making complex scentific discourse accessible through bold, gamified visual language.
02 Visual Identity
The JCSG 2024 identity is built around a modular system of six abstract icons, each representing a core theme of the conference. Each designed within a structured grid, the icons use geometric forms and distinct colors to signal:
System & Structure, Design & Development, Player-Centric Network,
Evaluation & Improvement, Collaborative Learning, and Interface & Controller.
These six core icons function as modular motifs throughout the identity system. They are used independently to signal specific areas (e.g. session signage, name tags), and collectively to express the diversity and interconnectedness of the conference.

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Design System Guideline Toolkit
03 Spatial & Wayfinding Guideline
Building on the modular icon designs, the wayfinding system is organized through a strict grid framework, where each icon’s standardized proportions, shape, and color support easy integration, adaptability, and consistency across all applications. This modularity allows elements to be rearranged or expanded while maintaining the overall visual identity.

JCSG Wayfinding Deck 07 JCSG Wayfinding Deck 01 JCSG Wayfinding Deck 02 JCSG Wayfinding Deck 03 JCSG Wayfinding Deck 04 JCSG Wayfinding Deck 05 JCSG Wayfinding Deck 06
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04 Banners & OOH
Large-format posters were designed for high visibility campus areas to attract both registered attendees and participants. The posters positions JCSG as a multidisciplinary platform at the intersection of design, technology, and learning. The modular icon grid reinforce visual consistency while drawing attention through bold color and form.

05 Socials