© ZIYI LI   2019
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MIDWAY

PROJECT

Midway

YEAR

2017

OBJECTIVE

Choose a brand that is dying or defunct, and create an identity system to bring this brand back to life through the creation of a collection of integrated collateral. Find and uncover the soul for this brand. Also, expand more deliverables for the brand.

APPROACH

The brand I chose was Midway. It was a company that produced arcade games and consoles. I did lots of research around games in order to find a soul for this brand. It was not so hard to do that because I am a game player myself, and I know what I would want to achieve in games. Therefore, the keyword I found for the soul was achievement, which represents what people could gain in games.