Angry Valley
Brand Identity & Creative Direction
I took a literal game studio brand and gave it a personality worth playing with.
Angry Valley is an independent game development studio focused on creating fun things that make people happy. The existing identity leaned heavily into the name but didn't capture much of the personality behind the company. I needed to rethink the logo and refresh the brand around something more playful.
My Role
I led the brand refresh from concept through execution, including:
- Brand strategy and creative direction
- Logo redesign
- Visual identity
- Color and typography
- Brand applications
- Landing page and UI design
The Challenge
The existing logo took the "Angry Valley" name very literally. The opportunity was to create an identity that felt more like the people behind the studio and the games they wanted to make: playful, unexpected, and fun.
The Direction
Less literal. More subtle personality.
I explored ways to make the identity feel energetic without turning it into a generic "game company" aesthetic. The new logo became the foundation for a more flexible visual system, giving the brand room to show personality across digital applications while still feeling cohesive.
Bringing the Brand to Life
The identity extended beyond the logo into the studio's digital presence, including the landing page and UI. The goal was consistency without making every application feel overly designed. The brand could be playful when it needed to be and still function as a professional identity for an independent studio.
The impact
A refreshed identity that better reflected Angry Valley's personality and gave the studio a more flexible visual foundation for its digital presence.
Achievements:
- Brand strategy and identity development
- Creative direction
- Logo design
- Translating personality into a visual system
- Extending identity into digital experiences
- Designing a brand that can grow beyond the logo