Search Party Branding
Search Party is an augmented hide-and-seek game that combines friends for an interactive experience using physical spaces and digital technology. Although the app had a clear gameplay concept and screens, it lacked a distinct brand identity. The founder wanted to emphasize a sense of childlike play but didn’t have a clear vision of how to express this visually and emotionally. My role as Creative Manager was to guide the team in defining and executing a unique brand identity that captured the joy of real-world play and adventure while collaborating on a marketing plan to reach a wider audience.
1
Objective
The primary objective behind Search Party was to craft a cohesive and recognizable brand that captured its playful and adventurous spirit. At its heart, the brand stood for accessibility, connection, and the thrill of exploration—core values that shaped every aspect of our strategy. Our audience was older Gen Z and Millennials, many of whom had grown up playing games like hide-and-seek but, in adulthood, often found themselves disconnected from that sense of playfulness. Amid the loneliness epidemic affecting these demographics, Search Party sought to offer more than just a game—it was a way to reconnect people, spark joy, and build meaningful relationships through shared adventures.
2
Strategy
To bring this vision to life, I led the branding process by translating these values into a distinct visual identity. We developed a playful visual language, complete with bold colors, whimsical patterns, and approachable imagery. One standout element was a custom handwriting font, which added a personal, quirky touch, reinforcing the idea that Search Party was a game by and for people looking to reconnect in a creative, meaningful way.
This branding was not just about aesthetics—it was a reflection of our mission to foster connection and bring back the sense of wonder many of our users had lost. Through Search Party, we invited them to rediscover their inner child, break out of their routines, and experience the joy of exploration in a world designed to bring people together.
3
Creative Proccess
The creative process started with a team full of ideas but no clear way to consolidate them into a cohesive vision. To address this, I led branding workshops and brainstorming sessions, guiding the team through gallery walks and structured feedback exercises. Together, we refined a woodsy, summer camp-inspired aesthetic that captured the spirit of adventure and discovery. This theme blended nostalgia with the excitement of outdoor exploration, aligning seamlessly with our mission and bringing clarity to the team’s creative direction.
A significant part of the process was creating a custom handwriting font that became a defining feature of Search Party’s branding. This font helped us infuse the brand with personality and playfulness, making it feel approachable and unique. I also guided the team in building a comprehensive branding system, including logo design, color palette, and typography choices that reinforced the app’s core values. Each element was chosen to reflect our brand mission and resonate with users on an emotional level, transforming Search Party from a simple app into a full-fledged brand experience.
4
Result and Impact
The final brand identity for Search Party brought a fresh, cohesive personality to the app, setting it apart from other social games. The custom font, playful woodsy visuals, and childlike design elements effectively communicated our mission and values, turning Search Party into an immersive brand that people could connect with. Stakeholder feedback was overwhelmingly positive, with the founder finally seeing the vision of “childlike play” brought to life.