PowerUp

Branding Identity

PowerUp is a nonprofit Organization that empowers hospitalized children through video games and on a mission to build a world where play is easily prioritized alongside research and treatment. PowerUp’s goal is to give kids all the strength and positive energy that is needed during tough moments in
their lives.

Identity System

I developed a new identity system inspired by the nostalgic visual language of 8-bit video games. The custom typeface was built entirely from modular squares, using a flexible grid that can expand across the whole brand ecosystem. The result is typography and iconography that feel playful and energetic while still remaining clear and readable, capturing the sense of immersion, confidence, and joy that gaming brings to young players.

Posters

For the poster series, I combined the custom iconography with my typeface to create bold and encouraging gaming phrases. Each poster centers on a symbolic 8-bit icon surrounded by motivational language familiar to young players. Designed to live in hospital rooms and hallways, the posters serve as daily reminders of strength, progress, and confidence. The goal is to turn game terminology into uplifting memorabilia that empowers kids throughout their healing journey.