I started my redesign with a hard look at the Gamestop brand and the video game industry.
The brand feels incredibly dated and is fitted more to what gaming was in the 90’s rather than what gaming has become today.
Gaming today is a multi-billion dollar industry with a much broader audience base. The players that started playing in the 90’s as children have matured along with the industry.
This is my intended audience of this redesign, the matured gamer.