This was a project from Leo Burnett where I worked with the art director and copywriter who came u with the concept as they noticed racist behavior when they played online games, particularly Call of Duty Warzone. 

My task was to develop a visual identity and craft a variety of applications with the direction of the design leadership team.

I created a pixel-based graphic identity that takes on queues about where it lives– online gaming! The motif of the pixel can also be seen as the community coming together to fight for its cause.

The balance was to make this brand both serious and appealing so gamers would not stir away from it and take it seriously.