Power Up! Arcade is a new, flourishing business in Sedalia, MO that loves nerd culture as much as making people happy. Founded in 2022 by an arcade fanatic, the brand exudes nerdiness, maximalism and an overall love for community.

I was tasked with creating a new visual identity for the brand, hinging on the words friendliness, noise and neon. We laded on an identity that's based on busy Japanese markets with a Y2K flair, embracing maximalism with a suite of illustrated characters and bold typography. Their identity is fun, friendly and great for both kids and adults alike. Power Up! caters to all ages, and that inclusivity is one of the focal points of the brand—something that we wanted to carry over anywhere the identity lives.