Critical Hit

Experience and Branding Design

Black text that reads 'CRITICAL HIT!' with a 20-sided die illustration below the text, on a white background.

A place where fantasy thrives

Likely my largest project to date, I was tasked with created a brand identity for a tabletop games store. This including not only their brand but also marketing material and mockups for interior spaces.

Roll

the

dice

〰️

Roll the dice 〰️

Roll for Initiative

The name “Critical Hit” was chosen as it is a common phrase in tabletop role playing games for the highest roll possible on a die. I wanted this location to scream roleplaying and gaming, and nothing shows that better than the iconic 20-sided die.

Design templates for banners advertising a tabletop game store event, with various sizes and styles featuring a dragon illustration, a wizard silhouette, and text promoting Critical Hit! and Flea Market on October 22nd, 10am to 4pm.
Three vertical banners advertising a coffee shop and a tabletop game cafe, with a blue sky and clouds in the background. The left banner features a steaming coffee cup and a coffee leaf. The middle banner displays the words "Critical Hit!" with a graphic of a 20-sided die and text "Tabletop Games & Cafe." The right banner shows the text "Critical Hits!" with a d20 die graphic.

Making it real

In creating a full brand image, I worked on creating several forms of advertising material including pole banners, a branded booklet, and mockup physical spaces to get an idea about how a real world space would look for this brand.

Six collage images related to tabletop role-playing games and adventure themes, including game guides, players at a table, adventure slogan, game kits, a dragon logo, and a game menu with potions and menu items.
Guide mockup featuring two pages, one with the word "CRITICAL" and a logo, the other with an illustration of a dragon breathing fire into a coffee mug.
A greeting card with coffee-themed menu items, a white wizard cutout holding a lit candle, and coffee bottles on a wooden counter against a coffee print wallpaper background.
A miniature model of a creative meeting space with tables, chairs, and decorations, including a sign pointing toward the room.
A black and white illustration of a 20-sided dice with the words 'CRITICAL HIT!' written on it.