GameStop: Energizing Benefits Communication with Bold Branding
Project Overview
GameStop partnered with WTW to revamp its annual benefits communication materials. I led the creative direction and design for a vibrant internal branding campaign that reflected GameStop’s energetic culture while clearly guiding employees through their benefit options.
The Challenge
GameStop’s HR team needed to refresh how it communicated benefits to its employees. The materials had to be clear, engaging, and on-brand—bridging the gap between corporate HR language and the high-energy personality of the GameStop brand.
The Strategy
We approached the project with one goal: make benefits communication feel less like paperwork and more like brand storytelling. Using bold color schemes, game-inspired layouts, and clear visual hierarchy, I designed a system that made complex information feel approachable and relevant to a diverse workforce.
Creative Execution
Deliverables included:
Print Materials – Enrollment guides, flyers, and postcards designed for clarity and brand consistency
Digital Graphics – Email headers, social-style graphics, and internal HR portal visuals
Branded Visual Language – Created a modular design system inspired by gaming UI and GameStop’s color palette
Iconography & Infographics – Custom visuals to support easy-to-understand plan breakdowns and key callouts
Results & Impact
The campaign helped increase employee engagement during the enrollment window and received positive feedback from both HR leadership and employees. The work reinforced GameStop’s internal identity while improving communication clarity across the board.
“The final materials felt modern, fun, and most importantly—clear. This made benefits season easier for everyone.”
— HR Communications Lead, GameStop
Project Scope
Role: Lead Designer, Visual Brand Strategist
Agency Partner: WTW
Deliverables: Benefits Enrollment Materials, Print & Digital Design, Iconography, Visual System
