State Farm Gamerhood Season 3: Neo City Rebrand

In Season 3 of the State Farm Gamerhood, I played a key role in reimagining the visual identity to appeal to a modern, Gen Z audience, moving away from the previous seasons’ retro style. My work focused on exploring the new brand aesthetic, crafting logo concepts, developing the title treatment, and building a toolkit of textures, patterns, and color palettes that brought the brand to life. Additionally, I contributed to the creative direction of Neo City, a sprawling 50,000-square-foot world that served as the setting for the gaming series. Working with production design, I helped envision interactive spaces like the Plaza, Vault, Team Hubs, and Arena, enhancing the physical set with digital overlays and CGI for a metaverse-inspired experience that resonated with viewers on Twitch and YouTube.

AGENCY
Infinity Marketing Team

CLIENT
State Farm

PROJECT
Gamerhood Season 3 Brand Identity

INFINITY MARKETING TEAM
JJ James
Christina Schreiner
Tim Rothwell
Haley Keim

CREATIVE DIRECTOR
Philippe Martinez

DESIGNER
Addhemar Sierralta

CREATIVE RESOURCING
The Bench