Playnist
BRAND POSITIONING
BRAND IDENTITY
WEB APP DESIGN
WEBSITE DESIGN + DEVELOPMENT
THE BREIF
Playnist is a social cataloging platform designed for gamers to track, review, and share the games they play. Think Goodreads, but for video games. designed to feel more creative, communal, and culturally current.
When we first connected, Playnist was still in its earliest stages: pre-product, pre-launch, and without a defined visual or verbal identity. But the vision was strong. The founder had built a thriving online gaming community and saw the need for a space where gamers could not only organise their libraries, but connect over the games they loved.
They came to us looking to define the world of Playnist,a brand that could carry the weight of the product vision, resonate with a new generation of gamers, and create instant clarity and connection with its audience. This brand would lay the foundation for everything to follow: website, community, culture, and product experience.
THE CHALLENGE
No cohesive identity to bring the brand to life
Playnist started as a strong idea with huge potential, but no defined identity to carry it forward. Without a visual or verbal framework, it was difficult to communicate the value of the product.
Difficulty translating emotion and vision into design
Emma knew that Playnist needed to feel nostalgic, warm, expressive and but struggled to turn that intention into direction. Without a design system or creative structure, the vision remained abstract and the early mockups couldn’t capture the distinctiveness the brand needed.
A lack of clarity that made it hard to scale or share
With no central identity in place, the team felt stuck. It was hard to brief collaborators, share the product, or build early buzz. There was no anchor for decision-making. What they needed was a strong, scalable brand foundation that could support growth and give everything.
STRATEGY
The strategy focused on positioning Playnist not just as a tech product, but as a cultural platform for gamers to express identity, taste, and emotion through the games they love.
We built the strategy around three core pillars: discovery, connection, and belonging. This meant shaping the brand to feel instantly familiar and emotionally resonant while remaining future-focused and culturally relevant. We worked closely to define the tone of voice, brand values, emotional cues, visual references, and long-term creative direction so that the identity could support everything from product development to community building.
DESIGN
The visual identity was crafted to balance digital-first clarity with warmth and nostalgic personality.
We designed a retro-modern logotype with soft rounded edges. Supporting visuals included pixel inspired textures, badge systems, and soft UI shapes that reference sticker culture and early game menus. The design system included modular elements that could flex across social, product, and brand content, with a clear structure the internal team could run with. Everything was created to make the brand feel both playful and credible, creative but scalable.
THE RESULTS
A distinct and recognisable brand identity
“This process gave me so much more than a brand identity. It gave me total clarity on what Playnist actually is and how to communicate it. The emotional language, the visuals, the personality, all of it finally reflects the vision I had in my head but could not express. Now we are able to make every decision, from product features to content and community building, with alignment and confidence.”
Clearer communication and creative confidence
“The reaction to the brand has been incredible. People immediately connect with the feeling of it even before they know exactly what Playnist is. That sense of warmth and nostalgia we were trying to create really comes through. We have had creators and players reach out simply because they get the vibe and want to be part of it.”
A strategic foundation that shaped everything moving forward
“What surprised me most is how much structure this gave us across the entire business. It did not just influence the website or design direction. It shaped how we talk about ourselves, how we write, how we make decisions as a team. It feels like we now have a shared creative compass, one that keeps us focused, consistent, and excited.”
“Working with Hannah and her team has been such an incredible experience. She immediately understood the vision and made the entire process feel creative, and collaborative.”
“Since announcing, the reaction to the brand has been incredible. People instantly connect with the nostalgic, cosy feeling of Playnist and allows me to speak directly and authentically to the community.I am unbelievably proud and confident in Playnist as a brand. It's so distinctive and aligned with my vision. It’s been one of the most rewarding collaborations, and perfectly sets the tone for the future of the brand.”
EMMA | FOUNDER