Nintendo approached us to revitalize the brand narrative for their DS and Switch product lines. I was asked to develop a strategy that would resonate with both kids and parents, laying the groundwork for future briefs, seasonal campaigns, and go-to-market launches.

This work set the foundation for a global, multi-generational strategy, ensuring Nintendo's continued success in the dynamic gaming market.

As innovative as Nintendo is in the gaming industry, they're incredibly conservative when it comes to their brand marketing campaigns. Reminding them who they are and nudging them towards a more multi-generational approach was the real strategy. A quote from Shigeru Miyamoto, the legendary game designer at Nintendo, perfectly encapsulates the company's philosophy of creating games for playing with friends and family in the same space:

"Nintendo's mission is to create fun for people of all ages and to put smiles on their faces, whether they're playing alone, with friends, or with family. We believe that the best experiences come from playing together, in the same space, and sharing the joy of gaming."

This quote highlights Nintendo's commitment to fostering shared, in-person gaming experiences, which has been a cornerstone of their game design philosophy for decades—and as a custodian of the brand, and Nintendo kid myself, it was my duty to shepherd this philosophy through the marketing, communications, and visual language of the brand.

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