Underlight Games

Project Tags: Brand Development · Search Engine Optimization (SEO) · Graphic Design · Artificial Intelligence (AI) · Web Development · Strategic Planning

This was the main project for my Coding Lab class at Aurora Unversity during my Master’s Degree program for Digital Marketing. We were challenged to come up with a new business idea, brand strategy, and all design assets needed to bring the brand to market.

The brand I created was a game company called Underlight Games, and focused on heavily atmospheric board games with puzzle solving and strong thematic elements. In addition to the brand assets, I created four fictional board games that the company had developed, utilizing AI art assets from MidJourney and ChatGPT to bring life to the box art.

The completion of the project included a full strategic plan for the first 3 years, the finished website, banner ad designs, a content and SEO strategy, and SEM advertising strategy. Being a board game enthusiast this was a lot of fun for me, and the project itself was very satisfying when I was able to present the finished plan and designs.