In May of 2024, Critical Role Productions launched a boutique subscription streaming service called “Beacon”. This platform would provide access to all of Critical Role‘s existing programming, along with exclusive content made specifically for Beacon subscribers. The content created by Critical Role is rooted in fantasy and tabletop roleplay games for a millennial and older Gen Z audience.

Beacon’s identity reflects this, and it is conveyed through its use of mystical design elements reminiscent of astrology and the arcane arts. Stars, ornamental spirographs, and gentle glow effects are incorporated into the design of their UI and social media assets in order to to tap into its whimsical origins.

I am using Beacon as a case study for working with an established brand identity. I wanted to make sure that these new visuals matched the quality and aesthetic of the already established brand collateral, while bringing something new to the table. I conceptualized two new additions to the brand: the utilization of motion graphics in their advertising that could be used in page takeovers, and a fresh take on their company’s email newsletter.

This project successfully reinforces and further elaborates on the brand’s aesthetic. The created assets add my own take to Beacon’s brand and would set Critical Role apart in a rapidly changing market.

This project is unassociated with Critical Role and is a case study.