When I got started, the deadline was much closer than initially thought. However, it seemed so obvious! A groan-inducing chair pun in the title must mean the logo for the campaign has to reflect that, right? It should be easy... right?
No matter how I fiddled with the concept however, nothing seemed to click with the imagery. A gaming chair is no regular chair after all—I couldn't simply rely on any random silhouette of any seat. I tried borrowing elements from Secretlab, elements from the chair itself , different type forms just to make the chair 'fit' in the logo. It didn't work out.
Iconography was not it. The shape was too unique, and any other chair wouldn't cut it. If that was the case, then it's time for type.
Hm. It's definitely getting there, but needs a bit more refinement than just plain text. It's a chair pun after all, why not make it quirky?
Now we have the logo, I needed to settle on a proper visual language to deliver. This was my brain during the process:
Make-A-Wish -> kids -> doodles
We Have No Photography Assets Because Of COVID19
Back when I was a kid, I always liked taking my imagination a bit too far and doing something ridiculous. Drawing over a simple doodle on a chair would've been hilarious and definitely fun to engage with, so that was my basis for the overall sketchy theme. It's fun, it's friendly, and it's definitely appropriate for all audiences.
Originally I wanted to include more chair puns in each graphic to really spice it up, but the punchlines could be really long and felt a bit too much. Luckily, I came up with the one perfect line for the campaign.
Draw Yourself Here
Another engagement idea by yours truly:
because what's the point of doing all this sketchy stuff when you can't participate yourself?
Final Contents & Thoughts
The stick person ended up being more of a blob than anything and I had to colour it in to really give it more contrast against the chair, otherwise it'd get lost. Text adjustments here, hierarchy adjustment there, and all sorts of sizes for social media posting.
TL, Secretlab, and even Make-A-Wish seemed to really love the graphics. I had a lot of fun doing this campaign. Seriously.