GSP Events approached me when their company was named Game Show Palooza. The digital interactive gaming company was founded in 2022 and had quickly grown. By 2025, they had expanded to have weekly events scheduled in over 40 venues in south Jersey.
The challenge was, Game Show Palooza was being used as both the company name as well as the name of their flagship game – but their offerings had expanded to include two additional games: Musingo and Family Game Night.
They were also using a logo that was a complex image combining many visual elements as well as embedded text.
While colorful and fun, this graphic was too complex to be used at smaller sizes without being unreadable, and the square format with embedded text eliminated the ability to create alternate layout variations.
I first simplified the Geek character, eliminating other elements while keeping its essence.
I then extracted colors from the original logo to define the color scheme, making minor tweaks for legibility.
Next, I identified a flexible typeface family to be used in the updated logos as well as the company's promotional materials.
I then created a new, simplified logo to represent Game Show Palooza, the flagship game.
Unlike the original graphic, the new game logo was designed for flexibility.
As the company was expanding its offerings, the new logo was designed as part of a system. I extended the product line, creating the two additional game logos. Each game logo uses one signature color to differentiate it as well as the common yellow color to unify all three logos.
With the logos in place, my focused moved to the name of the company itself, which needed a change to differentiate itself from its flagship game while retaining some connection to the brand that had been built over the past several years.
Using Game Show Palooza as the foundation, I explored options and landed on GSP Events, with the descriptor “Gather • Socialize • Play” using the same initial letters as Game Show Palooza to retain the connection.
I developed a background pattern using elements from the new logos.
Because so much brand equity had been developed using the original graphic, I proposed a plan to continue using that image when appropriate – in large instances where it was the primary element onscreen – while transitioning to the new logo system and incorporating the new GSP Events name and logo.
I then developed conceptual layouts for promotional materials showing how the proposed branding could be used.
Once the client had seen this proposal and agreed to move forward using this direction, I developed updated game screens using the new system. Previous game screens used free clip art found online and different fonts and colors on each screen. The new illustrations were all custom vector drawings.
I turned the Geek into the in-game sidekick to the real life host, giving instructions and orienting players throughout the game.
More ornate versions of each game logo were created, incorporating the logo marks as part of the name. These were used in special cases when highlighting an individual game.
These logo variations were used on poster layouts using player images from past GSP events. I set up each poster as a Canva template so that the client could make updates for each new venue and event.
I developed press kits and business cards that were printed and brought to potential venues to help explain the benefits of GSP Events over traditional trivia nights. I wrote all of the copy as well.
Finally, I developed a new website for GSP Events. The original website for Game Show Palooza spoke to multiple audiences at once: players, venues, and hosts – all both current and prospective – which created confusion as messaging was mixed and each audience struggled to find the information they needed. The updated website addresses each audience separately and overall messaging was genericized.
Since the rebrand launched, GSP Events has been thriving. New hosts and new venues are continually being added, the operating region has greatly expanded and has extended to additional states, and the clarity brought by the updates has been well received by players, hosts and venues alike.