M&S Games and Puzzles Range
Games and Puzzles for Marks & Spencer
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As part of the wider M&S Christmas Shop for 2018, I was asked to design and develop a games and puzzles range that holds a strong brand message and aims to grow from the already lucrative £6 million range from last year.
By analysing what brings the family together, it was decided that inclusivity is a huge part of creating a family fun environment and this had to be reflected in the range itself. I worked closely with games manufacturers to invent paper-based games that included elements of trivia, humour, action, travel, tactics and brain training. Previously the main games and puzzles range at M&S featured lots of trivia and humour, so it was important to expand on that and evolve the offering.
© Marks & Spencer
Snapshot of the Design Strategy phase
Whilst working on the initial gameplay with the manufacturers, I created the mood boards for the brand vision (see above image), using trend sites and primary research techniques to come up with a trend-driven style. Bold uses of colour, geometric shapes and contemporary fonts with a retro twist were key areas that I looked at.
By laying down the ground rules on the brand vision, I created a style guide which the manufacturers followed when finalising their gameplay (see image below). The style guide ensured that the brand direction was understood by multiple parties and the end result was a cohesive looking games and puzzles range. This product development phase was a significant part of the project as each manufacturer translated the the style guide in many different ways and it was vital for me to guide them at every stage.
Once the initial games were created, I then tweaked each design and created 3D renders to sense-check that the range was on track. These renders were then used to show the buyers and get them on board with the brand vision. Fast forward twelve months later and the range is now a reality.
Snapshot of what's involved in creating a style guide & 3D renders showing how the range will look on-shelf
Product Development images showing the key themes of the range
The rest of the range shot in-store at Westfield Shopping Centre, London