OVERVIEW: This conference, hosted every other year by Michigan State University, is about "studying and designing games that matter." I was given the freedom to develop the branding. I really wanted to expand on the monster as seen in the 2012 campaign, so asked Andrew Dennis, MSU Instructor, to design some monsters. Aesthetically, we wanted the monsters to be a loving and sometimes slightly creepy nod to fantasy and gaming genres without being a direct lift (for instance: there are no dragons but there IS a Business Orc and Skrillex squid).

To top it all off, I put 3 of the monsters on the cover of the program, with jagged teeth surrounding them, implying they are peering into another monster's mouth...or are peering out from it. And on the back? The big monster itself! (I also designed the interior of the program and all signage for the conference.)

AWARDS: This campaign won a Bronze ADDY at the 2015 Mid-Michigan American Advertising Awards.