Gameskraft®

Gameskraft was building one of India’s most successful consumer technology companies at a time when real money gaming was still poorly understood, inconsistently regulated, and culturally fragmented. Before scale, before global ambition, the challenge was to establish legitimacy and coherence for an entirely new category operating at speed.

The mandate was to create a foundational brand system that could support a multi product gaming ecosystem from the ground up. This was not a rebrand of a mature company. It was the construction of a first principles identity that could function across studios, game titles, internal platforms, and external markets as the organisation scaled rapidly.

Our work focused on designing the brand as infrastructure rather than surface. A core identity was built to behave as a flexible system of primitives that could adapt to motion, interface, and product environments without losing recognisability. Typography, color, and motion rules were engineered for modular expansion, allowing new games and studios to emerge without fragmenting the parent brand.

The result was a zero to one brand foundation capable of operating inside real products, not just marketing touchpoints. Built for speed, clarity, and long term scale, the system enabled Gameskraft to grow into a globally relevant gaming company while remaining coherent across platforms and teams. For Lazy Eight, the engagement reinforced a core belief: when brand is designed as infrastructure from day zero, it compounds rather than constrains growth.