Play SF

After a year and a half advising and consulting for some incredible creative studios and their founders, I’ve decided to get back in the driver’s seat. I’m beyond excited to join Play SF, a studio founded on the belief that original, impactful work is best created through processes that do not feel like work. This marks an exciting new chapter for Play as we continue pushing the boundaries of creativity and innovation—not only here in San Francisco but across the pond and beyond. Huge thanks to Casey for this amazing opportunity! Let the fun begin.

New work from Play SF for Snap Inc. + Snap AR If Snap AR sits at the cutting edge of augmented reality,?Ghost?is what’s next. As Snap AR’s accelerator program, Ghost was created to uncover innovative uses for AR and to help creators leverage the technology in their work and businesses. It represents the boldest and most forward-looking aspect of Snap’s business, with a focus on real-world interaction and impact. But the existing identity failed to capture that vision. So Ghost came to us for a new look — and there was a lot to achieve. The new brand would need to position Ghost at the forefront of AR innovation and signal its world-altering potential, create a platform to showcase creators and their work, and inspire top-level talent to come on board. But there were also practical considerations that added complexity beyond the average project. Audiences would encounter the brand across multiple contexts: physical media, web, AR. Like AR itself, it would need to embrace movement and live in three dimensions. And it would have to strike a fine balance, fitting into the Snap ecosystem while standing apart on its own. The logo is represented by a pair of circular lenses or “eyes” that serve as a subtle nod to Snapchat’s ghost logo. By symbolically "filling in the eyes" of the ghost, the logo becomes a metaphor for the way AR helps us see things in a new way — enhancing what’s there, not replacing it. The custom typeface, designed in collaboration with Displaay, further reinforces the idea of a brand that adapts to its context, adjusting in volume to enhance — not overshadow — its surroundings. At its loudest, it comes alive before your eyes, twisting and turning through interaction, bringing energy into unconventional spaces, and ensuring ownability in even the briefest of glances. At its softest it virtually vanishes, allowing the content to shine. Ghost's color palette thoughtfully combines functional, neutral, and vibrant hues to reflect the diversity of Ghost projects, and to convey the depth and variety of the AR experience. It feels distinctive and forward-looking, while still harmonizing with the established Snapchat palette. See the full case study here: https://lnkd.in/e_EcFRXa Visit the Ghost website here: https://ghost.snap.com/ Thank you Shavonne Hart, Kimberlee Archer, and Eric Baldwin for bringing on! PLAY TEAM: Casey Martin, Founder/ECD Jason Frohlichstein, CD Kyle Beck, CD Lindsay McMenamin, Ops Director Owen Cramp, DD Ellis Latham-Brown, DD Rosie Bloom, DD Jaime Patino-Calvo, Sr. Interaction Designer Simon Blanckensee, Sr. Designer Claire Whitman, Sr. Designer Alexia Webber, Sr. Designer Daniela Paz, Sr. Designer Lukas Haider, Sr. Designer Chandler Reed. Sr. Designer Dylan Wells, Designer Sammy Al-Asmar, Designer Bobby Dazzler, Motion Designer Jeffrey Grustern, Motion Designer Lauren Konig, Motion Designer Marcio Flausino, 3D Artist Rocío Delgado, Project Manager David Schermer, Copywriter

This isn’t a think piece on work-life balance, the value of PTO or the danger of burnout. LinkedIn already has those fairly well covered. This is just a post to brag about how every year everyone at Play SF signs out of Figma for a couple days and goes on a retreat. We’ve camped. We’ve Palm Springed. This year we New Orleansed. (Yes, we know those aren’t verbs.) Not gonna lie. We work pretty hard year round. So the retreat is a good way for everyone at the studio to do a little recharge. And charge a lot of food and drinks to the studio. After all our name is Play, not All Work and No Play. Because 1) that name is too long 2) we’ve all seen?The Shining?and know where that mantra leads. That’s it. No need to share if you agree or comment for reach. Have a good day.

OpenAI DevDay Brand Identity ?? From public spats with Scarlett Johansson and Elon Musk to salty executive exits, there's no denying that AI is grabbing headlines and taking over. Piece by piece, the San Francisco-based design studio, Play SF, crafted a fresh and dynamic identity for OpenAI’s inaugural DevDay conference back in November. This one-day event brought together hundreds of developers from around the globe to preview OpenAI's latest tools and exchange innovative ideas. The OpenAI team collaborated with Play to develop everything from the logo and visual identity system to art direction, signage, environmental design, motion design, advertising, photography, and UX/UI design. The objective was to give this debut event a distinct and memorable vibe that reflects the forward-looking spirit of artificial intelligence and the diverse talent pool gathered to share and collaborate. At the heart of the brand identity is the bit—the basic building block of all computer data. This seemingly simple element represents the intricate tapestry of ideas and innovations woven by the diverse minds at DevDay. Play approached this task with a blend of artistic experimentation and a nod to the human element. The choice of Klim Type Foundry’s S?hne Mono, a typeface reminiscent of classic computer code, was deliberate. They carefully selected typography that not only speaks to the technical nature of AI but also resonates with the human touch. Its monospaced structure not only pays homage to the roots of programming but also symbolizes the unity and equality among the developers at the event. The logotype's ability to shift and stack into various arrangements reflects the dynamic nature of the discussions and collaborations that unfolded at DevDay. Each bit’s simple square shape is a testament to the foundational ideas that fuel innovation, offering a flexibility that mirrors the adaptability and creativity of the developers. On stage screens and walls, the wordmark's repetitive pattern creates a visual rhythm, much like the collaborative rhythm of coding. The color palette, carefully chosen from OpenAI's broader spectrum, is a celebration of the diverse ideas and perspectives that converged at the event. These colors, seen in everything from signage to animations to swag, infused the event with a vibrancy that mirrored the energy of the participants. When in motion, the design system comes alive, mirroring the dynamic spirit of the DevDay community. Geometric movements symbolize the ever-evolving nature of technology, while the system's ability to expand, transform, and reveal itself in fresh ways reflects the endless possibilities that AI offers. By striking a balance between the fresh and the familiar, Play has not just created an identity; they've captured the essence of a community that is boldly shaping the future of technology.