Brand System Architecture for GAME7 Web3 Gaming DAO
Andreas "Drewskii" Michailidis
GAME7 - Brand System Architecture for Web3 Gaming DAO
Design Lead for GAME7, a Web3 gaming DAO building the world's first digital nation for gaming.
Created a comprehensive brand ecosystem supporting 250K+ community members across 4+ years.
THE CHALLENGE
Brand a decentralized organization where community members need to create authentic content while maintaining cohesive identity. Traditional brand guidelines don't work for DAOs. Needed a system that enables community ownership without sacrificing consistency.
THE SOLUTION
Built a template-first architecture with 425 templates across 6 major application areas.
Instead of restricting creativity, channeled it through systematic tools that empowered authentic expression within cohesive brand identity.
WHAT I BUILT
Complete brand ecosystem. 425 templates for community-driven content. 95% component reusability across all applications.
Cross-functional systems for product, growth, and operations teams. Living brand system instead of static guidelines.
KEY INNOVATION
Template-first methodology solved the tension between community ownership and brand consistency. Enabled decentralized content creation while maintaining unified visual identity at scale.
IMPACT
Supported 250K+ community members.
Accelerated content production.
Reduced design inconsistencies.
Increased brand recognition across Web3 gaming space.
Contributed to 2024 State of Web3 Gaming Report with Naavik.
ROLE
Design Lead (January 2021 - July 2025). Led visual identity, brand system development, and template architecture for entire organization.
This project demonstrates systematic design thinking for decentralized organizations. Template systems enable scale while preserving authenticity and community ownership.
Link to case study: https://drewskii.info/case-studies/game7
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Posted Oct 18, 2025
Case study for Game7. A Web3 gaming DAO building the world's first digital nation for gaming. I am providing a behind the scenes look of the brand identity.
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Timeline
Jan 1, 2021 - Jul 1, 2025
