Creating a dynamic, playful brand identity that captures the creative spirit of a game development studio pushing boundaries internationally.
WeRplay is a creative services agency specializing in game creation and development. With their extraordinary passion and technical expertise, they've established themselves as leaders in Pakistan's gaming landscape while gaining international recognition.
Their impressive portfolio includes games featured as "Editor's Choice" and "Best New Games" on App Store and Play Store, as well as titles published on Apple Arcade. Our work focused on elevating their brand identity to strengthen their global position, attract top talent, and authentically showcase their vibrant team culture.
As WeRplay's games gained international recognition, they recognized the need for a brand identity that would match the quality and creativity of their work. While their game development skills had put them on the global map, their brand presence didn't fully reflect their capabilities or culture
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The challenge was to create an identity system that would communicate WeRplay's playful, innovative approach while positioning them as a serious contender in the competitive global gaming industry. The brand needed to resonate with potential clients and partners while also serving as a powerful recruitment tool in the talent-driven gaming sector.
What we did
— Brand Messaging and Positioning
— Visual identity
— Strategy Development
— Creative Direction
— Photography & Videography
Not only that, the new identity needed to authentically capture WeRplay's unique team culture—the creative freedom and playful spirit that had become their defining strength and competitive advantage.
Embracing playfulness as a core identity
We began by immersing ourselves in WeRplay's world, conducting interviews with team members across the organization to understand what made the studio special. A consistent theme quickly emerged: everyone spoke passionately about the playfulness and creative freedom that defined their experience at WeRplay.
Our strategic approach centered on elevating "Play and Let Play" from an internal value to a distinctive brand position. This concept captured both WeRplay's creative process and their end products—reflecting their unique approach to game development and team culture.
The strategy distinguished WeRplay in several important ways:
— Positioning them as creators who understand play on a fundamental level
— Highlighting their empowering team culture as a competitive advantage
— Creating an authentic narrative that connects their internal practices with external outcomes
— Establishing a memorable identity in a crowded global market
This strategic foundation gave us a clear direction for developing visual and verbal elements that would genuinely reflect WeRplay's identity while helping them achieve their business objectives.
Dynamic design for a playful spirit
With "Play and Let Play" as our guiding principle, we created a visual identity system that embodies playfulness, dynamism, and bold creativity. The new logo serves as the epitome of these qualities—a distinctive mark that captures the essence of WeRplay while providing flexibility for various applications.
The broader visual language features vibrant colors, playful shapes, and dynamic elements that create a sense of movement and energy. These components work together to form a cohesive system that feels both professional and genuinely playful—reflecting WeRplay's balance of serious technical expertise and creative experimentation.
Typography selections reinforce this duality, combining clean, professional typefaces with more expressive elements that add personality and distinction. The resulting system is both sophisticated and approachable, mirroring WeRplay's position in the industry.
To bring the brand to life through photography and video, we partnered with Luminance Photography by Hamza Talat. Together, we developed a unique visual approach that would authentically capture WeRplay's team culture and creative environment.
The photography direction focused on natural, candid moments that showcase the collaborative, playful spirit of the team. Rather than relying on staged corporate imagery, we created scenarios that reflected how the team actually works—collaborative, energetic, and genuinely enjoying the creative process.
From recruiting props to directing casual poses, we crafted a visual narrative that communicates WeRplay's distinctive culture. The resulting imagery feels inclusive, diverse, playful, and natural—serving as a powerful recruitment tool while reinforcing the "Play and Let Play" philosophy.
Through this comprehensive brand transformation, WeRplay now has an authentic, distinctive identity that captures their creative spirit while positioning them for continued success in the global gaming industry.
