For this Jenga refresh, I focused on evolving a brand with strong existing equity. I began by redesigning the packaging identity—modernizing the classic Jenga logo, updating the signature burst background, keeping the recognizable color palette, and creating a dynamic falling-block render that brings new energy to the brand while honoring its legacy.

Once the core visual identity was established, I expanded it across the full brand ecosystem. The new branding was applied to a companion web app for an updated version of the game, a sizzle video used for sell-in, and a comprehensive brand guide detailing brick-and-mortar merchandising, digital merchandising, and marketing templates. I also developed a flexible system for future brand extensions, expansions, and licensing opportunities—ensuring the refreshed Jenga identity remains cohesive and scalable across all touchpoints.

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This work was made possible through the incredible partnership of my cross-functional peers. While I led the creative vision and art direction, these collaborators played key roles in bringing the project to life: Elizabeth Sirapandji (UI Design), Elijiah Lamoreux, Jim Hayes (App Developers), Matt Shoaff (Product Design), Valley Shaia (Narrative Design), Scot Getchonis (Jenga DownFall Creative).