Challenge A GREAT IDEA Online gaming is a competitive industry. And, it usually requires that gamers buy and download software before they can meet and play online. That's not playmachine.net. Remember the ease that came with arcade games? playmachine.net shares that philosophy: pay-per-play without needing to buy packaged software. Great idea. All they needed was the rest — a hot name, branding that made sense, and a Web site to bring it all together. Solution RIGHT ON TARGET Martini Design named playmachine.net. Like any good URL, it's simple and memorable, and is named for exactly what playmachine.net is. Naturally, playmachine's identity system needed pizzazz too. We mixed fun with striking and tech to create a bold identity system. Playmachine.net's core business is to offer games on a pay-per-play basis. We designed the site bearing in mind that gamers need quick access to all of playmachine's games. And, creating a scaleable site makes access just as easy, even when playmachine.net adds more games. Results The brand was expandable and flexible enough to use in promotional media. (You should see how awesome the billboards look!) This fun, exciting brand helped playmachine.net land partnerships, and attract gamers. The site launched with games like Boogaloopers and Spheres of Chaos that have been joined by DX-BALL2, Get Medieval and many other pay-per-play games. Martini redesigned the brands for several of these games specifically for playmachine to ensure style consistency. Each was added to the expandable web site without a hitch.   ©2002, Martini Design, LLC.