Legacy Games
Overview
Board games have been a staple of human interaction for centuries, bringing people together through strategy, storytelling, and competition. Despite their cultural significance, there is a lack of institutions dedicated to preserving and celebrating the evolution of tabletop games. For a speculative design project, I set out to conceptualize a board game museum—Legacy Board Games Studio—a space designed to highlight the history, artistry, and social impact of board games.
This project challenged me to develop the branding and marketing materials for the museum, ensuring that the visual identity reflected the nostalgia of classic games while embracing the innovation of modern tabletop experiences.
Role: Solo project (research, branding, visual design, packaging)
Duration: 3 months
Goal: To create a speculative museum concept to celebrate the cultural impact of board games.
Project Brief
To bring Legacy Board Games Studio to life, I conducted research and developed a comprehensive pitch deck that outlined the museum’s mission, core exhibits, and visitor experience. The pitch framed board games as more than just entertainment—they are cultural artifacts that reflect the societies that created them. By exploring the history, craftsmanship, and design evolution of board games, the museum would offer visitors an interactive and educational experience that appeals to both casual players and dedicated enthusiasts.
Mission Statement: Here at Legacy Board Games Studio, we aim to showcase the enduring legacy of board games. Our collection explores the evolution of games, including the history of games, the unique design of game components, and new innovations in game mechanics. We’re just as interested in studying ancient games as we are about learning new ones. We’re not just about preserving the artifacts of gaming history —we’re about celebrating them. Our collection isn’t just dust-covered relics — it’s a living testament to the evolution of play.
Logo Creation
I began the logo design process by sketching over 100 different concepts centered around the theme of games. These initial ideas explored a wide range of styles, from abstract designs to more literal representations of boards and playing pieces. After receiving feedback, I selected the most promising sketches and vectorized them in Illustrator, refining the designs through small iterative changes.
The final two designs came down to a logomark and a logotype. While both captured elements of gaming, I ultimately chose the logotype, as it best represented the idea of legacy. The letter “L” begins as a single line, with each subsequent letter becoming more complex until the “Y” is fully formed. This gradual transformation serves as a visual metaphor for the evolution of board games, reinforcing the museum’s mission to showcase how games have developed over time.
Ad Campaign
The ad campaign for Legacy Board Games Studio needed to be bold, playful, and eye-catching to appeal to Gen Z through Gen X, the generations leading the board game renaissance. Given the subject matter, I leaned into humor and nostalgia while keeping the design clean and impactful.
I created four posters featuring cheeky, board game-inspired phrases: "I can't believe he cheated," "Get a life," "Sorry not sorry," and "Tearing families apart since 1935." Each was paired with a game piece for instant recognition.
Designed to be checkered together on construction walls and urban spaces, the posters alternate between black and white backgrounds, mimicking a chessboard and reinforcing the theme of strategic play. The result is a campaign that is bold, nostalgic, and visually dynamic, drawing in both casual players and longtime enthusiasts.
Social Media
Packaging
To extend the museum experience beyond its exhibits, I designed a "Game Night Essentials" gift box for the museum store. The packaging was created to feel both premium and playful, reinforcing the tactile nature of board games.
The gift box included laser-engraved cork coasters, 3D-printed game component trays, pint glass with die-cut vinyl sticker, and a candy box with gloss sticker. Each item was designed to enhance a game night experience while subtly integrating the Legacy brand. The final packaging served as both a functional keepsake and an extension of the museum’s celebration of board game culture.
Results & Impact
The Legacy Board Games Studio project brought together branding, marketing strategy, and experiential storytelling to create a cohesive visual identity for a speculative museum. The final deliverables, including the branding, advertising campaign, interactive brochure, and packaging design, worked together to capture the evolution of board games in a way that felt both structured and playful.
Through bold, engaging advertising, an interactive museum brochure, and a tactile retail experience, the project demonstrated how design can strengthen both visitor engagement and brand storytelling. The final concept reinforced the idea that board games are not just artifacts of the past but an evolving part of culture that continues to bring people together.
