To help them stand out in a saturated and volatile market, we worked with video game experts SIFTER to rename, rebrand and launch their new website.
SIFTER is an Australian video game publication, covering everything from local indie developer stories to reviews of big budget franchises.
Starting out as a small volunteer publication called "Pixel Sift", the team, scope, awards and fans grew to the point where a rebrand and new website was required.
We created a new name, brand identity, website, merch, illustrations and 3D visuals so that SIFTER's look and feel matches the quality of its content.
The brand's original name, "Pixel Sift", was a bit of a mouthful. It was hard to say and restrictive because it limited the coverage to screen based content.
We explored several new names, but SIFTER won out because of its continuity with the old name while allowing the publication to explore video games, TV shows, board games, and more.
SIFTER also sounds cooler than Pixel Sift, and that's not worth nothing.
We knew from the start that a website and podcast that covers video games should have brand elements that showcase SIFTER's obsession with gaming.
Many of the games and developers SIFTER covers have a deep love of 90's and 00's era gaming, so we created intentionally rudimentary 3D renders of misremembered video game controllers from that time.
By putting buttons in the wrong spot and using incorrect shapes and colours, we dodge the console fanboy wars to celebrate gaming as a whole.
We built a new website for SIFTER that is flexible, easy to navigate, easy to edit and on brand.
Through a powerful content management system, games, articles, podcasts, genres and more can be quickly linked together, so that entire pages can be automatically published in just a few clicks.
Plus, it looks great on desktop, tablet and mobile.
