IGL City is an open-world platform built for gaming and digital experiences. The city functions as an immersive start-menu for citizens and users to explore MMO gameplay, social events, shopping, and brand activations; all within one environment.
At launch, our goal was to introduce IGL City into the competitive world of gaming while creating a culturally relevant, story-driven ecosystem that welcomed early adopters and new users.
At launch, our goal was to introduce IGL City into the competitive world of gaming while creating a culturally relevant, story-driven ecosystem that welcomed early adopters and new users.
Campaign Goals:
- Build and activate a real community ahead of platform launch
- Secure strategic co-marketing and brand partnerships
- Drive pre-revenue user acquisition through immersive world-building
Responsibilities:
- Designed the full brand identity system and all digital design materials
- Authored the narrative framework and city lore used to shape content and brand identity
- Directed the tone, pacing, and visual identity across all video assets, including launch trailers, platform specific content, and game capture
Challenge & Strategy:
Entering the gaming space meant facing a highly skeptical audience and a large pool of over-promised projects. The core challenge was introducing IGL City as a credible, culturally relevant platform, without relying on the widely-used promotional vaporware methods regularly utilized throughout the industry.
Our strategy was to lead with a viable product and build content around the gameplay, lifestyle, and narrative that defined IGL City.
Audience: 18-25 year old male
Acquisition: Meta, X, and Youtube ads; hyperbole and emotional sale propositions targeting the issues within the gaming industry we aimed to overcome.
Campaign Results:
The campaign was primarily digital and generated significant brand awareness across social platforms.
- 531% growth rate on the email subscription list
- 5000+ active users in our core community hub
- 10+ affiliated organizations onboarded for co-marketing and brand partnerships
- Build and activate a real community ahead of platform launch
- Secure strategic co-marketing and brand partnerships
- Drive pre-revenue user acquisition through immersive world-building
Responsibilities:
- Designed the full brand identity system and all digital design materials
- Authored the narrative framework and city lore used to shape content and brand identity
- Directed the tone, pacing, and visual identity across all video assets, including launch trailers, platform specific content, and game capture
Challenge & Strategy:
Entering the gaming space meant facing a highly skeptical audience and a large pool of over-promised projects. The core challenge was introducing IGL City as a credible, culturally relevant platform, without relying on the widely-used promotional vaporware methods regularly utilized throughout the industry.
Our strategy was to lead with a viable product and build content around the gameplay, lifestyle, and narrative that defined IGL City.
Audience: 18-25 year old male
Acquisition: Meta, X, and Youtube ads; hyperbole and emotional sale propositions targeting the issues within the gaming industry we aimed to overcome.
Campaign Results:
The campaign was primarily digital and generated significant brand awareness across social platforms.
- 531% growth rate on the email subscription list
- 5000+ active users in our core community hub
- 10+ affiliated organizations onboarded for co-marketing and brand partnerships
IGL City is designed for everyone, and is meant to replicate the look and feel of every-day life. The brand emphasizes a bold, demanding identity; and a creative vision that speaks innovation, accessibility, and a seamless user experience. IGL is Imagination, Gaming, and Lore.
The color palette represents a sunny day outside. The pink logo mark is soft and playful, encrusted in a subtle but energetic yellow border to create a slight popping contrast. Together they create a dynamic tension that stands out boldly in a competitive market.
IGL City was built with a sleek aesthetic and an elegant, purposeful design system. The core vision was to create a platform that blends social integration, economic opportunity, and immersive gaming into one seamless experience. It's frictionless, player-driven, and grounded in exploration.
IGL City is a place where our users can be expressive. A digital environment where you can be your true self, down to your avatar!
Following the initial teaser trailer rollout, we moved into a full-world activation. We focused on showcasing key locations and the city's layered infrastructure. The Founders' Square became our central hub and a high-traffic spawn point designed for player orientation and intrinsic in-world advertising, providing Fishbowl with a new vertical of revenue through purchasable ad-space.
One of the standout features we emphasized was our e-commerce platform. Players could purchase real-world products and have them shipped to their door at home. To showcase this, we gave away free storefront space for 8 small businesses with loyal audiences and physical inventory. The integration was seamless: using a custom API we connected each store with a website URL. The interaction was simple, walk up to the help desk and press interact.
These partnerships were designed as strategic co-marketing opportunities, placing IGL City in front of niche audiences through trusted channels - indie game blogs, podcasts, and adjacent developer communities.
Our user acquisition campaign launched with two alpha stress-tests (30 and 100 users). To convert interest, we offered a $1 reservation for a discounted lifetime-access membership. This reservation approach drove over 1,500 email signups, 300 paid reservations, and 300+ new users into our community.
Proving Grounds: First Person Arena Shooter
Plague Farms: First Person Stealth Zombie Melee
Rug'd: Open Obstacle Course
Apartments
Theater
Club VA
HaHa's Comedy Club