TCGaming is a New Zealand-based YouTube channel focused on Don Bradman Cricket and sports gaming content, positioned as a leading source for gameplay, commentary, and community engagement within that niche. This project involved developing a complete visual identity for the channel to create consistency, improve presentation quality, and establish a recognisable brand for its growing audience.

The brief was to establish a consistent design style across the YouTube channel, including core brand assets such as a logo, profile imagery, cover graphics, and thumbnail designs, with the goal of creating familiarity for viewers and elevating the overall professionalism of the content.

I worked as the sole designer on the project, responsible for developing the brand identity and rolling it out across all key visual touchpoints, with full creative freedom to define the direction.

The approach focused on combining gaming aesthetics with national identity, creating a digitised visual style that reflected the content while grounding it in New Zealand through the use of the silver fern as the primary icon. The fern was constructed using pixel-inspired block forms to reinforce the gaming theme, resulting in a distinctive and cohesive identity that could be applied consistently across all channel assets.

The project delivered a complete suite of branding assets, including the logo, profile picture, channel cover images, and a system for YouTube thumbnails, providing a unified visual language across the platform.

Following the rollout of the new branding, the channel experienced an uptick in viewers and subscribers in the short term, supported by a more professional and cohesive visual presence.

This project marked one of the first opportunities to develop a full brand system at scale, reinforcing the importance of consistency across multiple assets and building foundational experience in creating identities that function cohesively across digital platforms.