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University of Baltimore: Gamescape
Outdoor design & branded collateral

Challenge:

Each year the University of Baltimore participates in Artscape, the nation’s largest free arts festival, by hosting Gamescape, a student-focused exhibition that showcases retro arcade and cutting-edge indie games created by local game developers, designers and students. With over 300,000 people over three days attending the festival (located in UB’s backyard), gamescape gives the University a phenomenal opportunity to put their brand on display. Though getting noticed at a festival of this size is tough, doing so while actually saying something about the brand and the art scene as a whole is even tougher. The University of Baltimore turned to idfive to help them capitalize on this phenomenal branding opportunity and draw in the local community.

Solution:

UB and idfive collaborated to create a retro, pixel-based theme for the event that was reminiscent of the 8-bit graphics of the early video game era, otherwise known as pixel art. Decorating the area just outside of the school’s gaming space were props, signs, footpad factoids and a 90-foot illustration of the Baltimore landscape as a video game level—all in pixel form. The theme’s popularity attracted and kept a range of visitors, and spurred instant social media attention, allowing Gamescape to function as its own event within the festival. The event was also honored with a Gold Collegiate Advertising award, as well as a Gold award from Baltimore’s American Advertising Federation.