The White Night’s Gaming Room is a chain of local hobby game stores in Pennsylvania. The company started in 2000 in Williamsport, PA at the Pajama Factory. The store was an outlet for individuals who enjoy board games and want to play with family, friends, and other locals. They supply and sell hobby boardgames, card games, and hobby
game accessories.

The goal of this redesign is to create a fresh modern look that would bring more people into board games. This rebrand will capitalize on the social aspect of playing board and card games. To ensure this, the brochure and website will contain information on how people can join and participate in their in-store events including D&D game nights, card game tournaments involving Magic: The Gathering, Pokémon, and Yugioh, and free-play days where people can bring and play any game and are encouraged to play together as a community. Their Instagram page will also show a more modern image of the company that attracts teenagers and young adults. The rebrand will also incorporate three environmental pieces and a billboard that would entice customers and boost sales at their locations.

The target audience of hobby game enthusiasts range from age 25-54, with the largest sub-group being 35-44 years old. According to the Statistica Research Department, 74% of women and 70% of men enjoy playing board games. My goal is to appeal to those age groups, while also focusing on diversity and attracting Gen Z and older Gen Alpha.