Start here.
Go anywhere.
With Unity, developers can follow their ideas wherever they lead them. In any direction, as far as they want to go. In 2022, we crafted a brand story for Unity’s presence at GDC, The Game Developers Conference centered around just that idea. From concept to commercialization, start here with Unity and go anywhere with your ideas.
Creative Directors: Kyle Lane, Jose Zamudio Creative Copywriter / Director: Emily Raine Motion Designers: Andrew Mancini / Valerie BourdonEvent Agency: Jack Morten
The theme is grounded by a
simple tagline:
Start here. Go anywhere.
Online or in-person, we all headed to GDC with a now-familiar sense of uncertainty. This uncertainty is precisely what made coming together at GDC, virtually and physically, so necessary – urgent even. We needed to face outward, to do creative and inspiring work, to unleash our ambitions and follow our curiosity wherever it leads us.
Blur →
The best creative ideas can often come about from obscurity, we utilized this visual tool to give life to the ambiguity of game development.
→ Clarity
With Unity you can turn that ambiguity into your creative vision, tapping into the tagline of Start Here, Go Anywhere we represent the final product of the journey with this element.
Visual System
Hero content
The Game Developers Conference is all about games and the developers behind them. We wanted to put that at the forefront of our visual design: in order to achieve this, we worked closely with Unity’s internal Production Team to leverage their newest 3D puzzle-platformer game, Gigaya as the hero. Gigaya features lush, detailed environments rich with game iconography that was perfect for creating ambient digital landscapes.
Working with
the Editor
The benefit of working within a real-time 3D engine is that you can compose your shots just like you would in real life. To capture the content needed for our visual designs, I worked inside the Editor to identify and compose visually compelling pans, zooms and detailed renders to match our desired aesthetic.
Pulling it together
With the rendered videos and still graphics, I moved onto combining the elements together to craft a consistent visual language to be used throughout the physical and digital space.
GDC 2022
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Expo Floor
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GDC 2022 — Expo Floor —
The Infinity Cube
The central component of our booth experience on the GDC showroom floor is the double-sided “Infinity Cube.”
On one half cinematic Unity sizzles and looping content draw guests into the Unity space – the huge LED screens celebrate innovation in game development while showcasing Unity’s amazing developers and creators. On the other side is our live-stream booth, where influencers, Twitch streamers, podcasters, and presenters record and broadcast to viewers who are virtually attending.
The Expo Booth
Unity’s GDC experience attracted over 6,000 visitors and had an average dwell time of over 10 minutes. We were able to convert visitors from passer-bys to engaged fans reached 32% – far above the industry average through interactive demo experiences, on the ground experts combined with holistic product and brand storytelling.
Digital Presence
From live streaming our sessions from the booth to on-demand digital content, even if developers were not able to attend in person they were still able to take part in the event from anywhere in the world.
