Scrabble is an internationally beloved game, but it carried a reputation of being an outdated game favored by nerds and older individuals. To address this, we rebranded, infused the game with bold, bright colors and offered variations in gameplay.
To grab our target audience, we launched the new look on social media with bold animations and fun interactions.
We created a series of animations based on the iconic Scrabble tile, inviting followers to interact and play along.
The isolation of the pandemic created a crucial need for human connection. When the restrictions began to loosen, Scrabble wanted to celebrate and offer a message of hope for the future days.
When the world began to return to normal, we felt it was important to celebrate not only National Scrabble Day but the overlapping Mental Health Awareness Week too. As a way to offer connectivity and enjoyment, we offered a pop up shop where people could play Scrabble with friends or with other individuals looking to interaction.