The challenge was to create a personable visual identity for the struggling internal IT Helpdesk team at Electronic Arts Canada in order to raise customer satisfaction and engagement. The branding was going to be used primarily at a casual drop-in cafe-style help desk where employees could come for service as well as take a break while doing so. With a focus on quick service, a casual/friendly atmosphere and a guaranteed hassle-free problem-solving, the identity needed to convey a sense of trust, and friendliness.
With this information, I began to explore some directions for an icon/mark to use as the main visual touchpoint for the brand. Initial concepts explored a variety of directions based around ideas of human-connection, problem-solving, and gaming technology.
After the first concept review, the team was very excited about a sketch of a stylized lightbulb as it communicated ideas around problem-solving, creativity and technology. Taking these sketches, I refined the mark further through various vectorized versions.
In addition, text and logo pairings were explored with the aim of finding a modern typeface that possessed a human touch. Garage Gothic Bold was selected for its unmistakable personality, built from matter-of-fact geometry and softened looks. Trade Gothic LT STD Extended, primarily used for taglines, supporting text and promo copy, was selected to contrast the heavy lines of Garage Gothic Bold.
