Client: Google Play

Role: Lead Creative Producer

Services: Project Management, Brand Identity Design, Environmental Design, Production & Logistics

Agency: Gramafilm

Industry: Tech

Market: EMEA

INDIE GAMES CONTEST

Saatchi Gallery, London – Launching a New Brand for Google Play

In 2017, Gramafilm won the opportunity to produce Google Play’s inaugural Indie Games Contest in London - a brand-new event concept celebrating independent game creators at the Saatchi Gallery. My role spanned creative, operational, and strategic leadership: from establishing the visual identity, through to live event delivery, and the development of a toolkit for global roll-out.

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BUILDING THE INDIE GAMES WORLD

Led the creative team in building an immersive event world inspired by 8-bit games, all seamlessly integrated with Google’s Material Design system. We blended nostalgia with modern design rigor—developing a modular toolkit, vibrant colorways, and playful environments that translated across global rollouts. The result: a bold, interactive space that captured the spirit of indie gaming while delivering unmistakable Google clarity and charm.

To bring the indie games universe to life, we designed a set of physical event materials that doubled as interactive experiences. Every attendee received custom gold coins—an unmistakable nod to classic arcade games—which they used to vote for their favorite indie titles. We also created playful festival maps: guests collected stamps for every game they tried, unlocking exclusive prizes and encouraging exploration. From collectible wristbands to vibrant lanyards and badge sets, every touchpoint was crafted to invite participation and nostalgia, making the event feel both tactile and game-like from start to finish.

To build buzz beyond the event space, our team designed and installed a bold mural wall in the heart of Clerkenwell. Drawing on our signature 8-bit-inspired visuals and playful palette, the mural became both an urban billboard and an Instagram magnet—inviting passersby to discover the Indie Games Contest. This public piece extended the event’s energy into the city, capturing the spirit of indie creativity and signaling that something special was about to land in London.