GEN CON
Rebranding a Gaming Legend

GEN CON
2024
Product, Branding, UI, UX
Role: isual Interaction Designer. Design System: Jeff Paletta & Ryan Hobbs. Project Management: Kevin Hanes. Under the guidance of Partner Christian Marc Schmidt & Sumin Chou.
CHALLENGEAs the largest and most iconic tabletop gaming convention in North America, Gen Con wanted to evolve its brand while honoring its deep legacy. With roots going back to 1967, the organization needed a refreshed visual system that could speak to new audiences while staying true to its passionate community. The goal was to redesign the website, strengthen the brand identity, and extend the system across both digital and physical touchpoints.

APPROACH
  • Audited the existing brand and web presence to identify opportunities for modernization and cohesion.
  • Developed a visual language that draws from Gen Con’s historical richness while introducing clarity and approachability.
  • Worked cross-functionally with event operations to align on design applications for both digital and on-site experiences.

ROLE
  • Led visual design across website and branding components.
  • Designed key web pages, UI patterns, and responsive layouts to support ticketing, programming, and community engagement.
  • Extended the brand system into print collateral and wayfinding materials, creating consistency across every attendee touchpoint.

SOLUTIONA unified design system that included:
  • A refreshed brand identity with updated typography, color, and layout principles.
  • A redesigned website experience focused on navigation clarity and event information access.
  • An extended visual toolkit for use across print, signage, and physical environments.

IMPACTThis project revitalized one of gaming’s most storied institutions, reinforcing Gen Con’s credibility while enhancing its ability to welcome, guide, and excite attendees. The final system balanced nostalgia and innovation, setting a strong foundation for years of growth.