Against Gravity
The company behind the extremely successful, virtual reality game, RecRoom.
AG approached me to create a brand that would illustrate their ideals and outlook for their products, hiring philosophy, and whatever permutations the company may evolve into. They had a very clear brief that told an engaging story and made my job almost effortless. Recroom now has over 3 million, monthly, active users, and continues to grow.
What Against Gravity stands for:
A benign violation of physical laws for the benefit of mankind
A childlike sense of wonder
Bravery, not bravado
Beginner’s mind
A recurring theme that was discussed was humanity’s obsession with flight. I focused on one of the most dramatic examples of that.
We quickly landed on a typographic direction that would use the Initial A to represent the brand as a standalone mark. The triangle is the perfect analog for the idea of flight and rising up. Some early inspirations were, human cannonballs, Leonardo Da Vinci’s helicopter, and even the Apollo landing capsule.
Another strong direction was the idea of human ingenuity scene from the point of view of modern technology. Strange contraptions that were destined to break, but represented resilience, creativity, and guts which are all principles of AG.
