Gabble

THE BRIEF

Create a complete brand identity and product for a randomly pulled industry. In this case, board games. Research the market, define a target audience, and develop a cohesive brand that stands out.

THE PROBLEM

In a time where social media has made it easier than ever to communicate, people are feeling more disconnected than ever. Meeting new people is intimidating, and breaking the ice rarely feels natural. Gabble was designed to take the pressure out of connection as a party game built around wacky prompts and wild questions that give people a reason to laugh, overshare, and tell their craziest stories.

TYPE

Brand Identity, Packaging

TOOLS

Illustrator, Figma

AWARDS

American Advertising Awards 2026

  • Judge’s Choice

  • Gold Award, Integrated Brand Identity Campaign

  • Gold Award, Packaging

RESEARCH

As someone who rarely plays board games (unless we’re counting the occansional night of Jackbox), I dedicated much of my time to researching board game mechanics. I spent hours watching gameplay of party games and noticed often players bonded most over games with more eccentric humor. The low stakes and chaos is what gets people going. I let that energy influence Gabble's tone and visual identity from the start.

PROCESS

With the concept defined, I moved into physical prototyping by building paper versions of the board and cards to test how the game actually felt in hand. I experimented with pop-up style card structures before landing on a classic fold out construction that could be easily stored and assembled. This constraint pushed me toward creative, tactile solutions for every game component. The visual identity followed: bold, playful, and designed for players who want their games to match their energy.

THE RESULT

A full brand identity campaign was produced for Gabble, going on to win Judge's Choice and two Gold Awards in Integrated Brand Identity Campaign and Packaging at the 2026 American Advertising Awards.