Memory Palace: A Game of Racing Minds
“Think bizarre. Remember better.”
CONCEPT
The capacity for human memory is simultaneously one of our greatest feats and one of our greatest struggles. Cognitive psychologists have recognized many ways to improve memory, most famously with an ancient technique called the Method of Loci. Memory Palace: A Game of Racing Minds is an all-original board game that utilizes the Method of Loci to pit players’ wit, memory, and wacky imagination against one another in a strategic, chaotic, and unforgettable race.
VOICE
Chaotic, Smart, Intense
WORK
+ Game design and rules
+ Name and Logo
+ Game components including the game box, game board, cards, game pieces, tokens, and instructions
+ Web presence
+ Advertisements in print and OOH.
POSITIONING
Memory Palace provides players a space to strategize, let their imaginations run wild, and think bizarrely, all of which are scientifically-backed aspects of having good memory skills. So, while the game takes the form of an entertaining race, the primary benefit is indeed memory improvement. Therefore, the game’s tagline is “Think bizarre. Remember better.” and the visuals allude to glowing, interconnected neurons that one might find in artist renderings of the human brain.
GUIDING QUESTIONS
+ How is a board game branded differently than typical products, companies, or services?
+ Which aspects of board games are the most appealing, and how are they communicated?
+ Where and how should the branding of the board game be most felt by the audience?
ADVERTISING
From a practical perspective, Memory Palace improves memory. However, consumers buying board games are looking for entertainment. Combining bizarre and outlandish imagery with the game’s tagline, the ads highlight the exciting aspects of gameplay while directly referencing the game’s core benefit.
