Branding Wondershop, for social equity and inclusivity in gaming

By Proxy

Focusing on social inclusion and equality, new gaming non-profit Wondershop amplifies the work of Me-säätiö (We Foundation).


The foundation has built community houses and distributed grants of up to 10 million euros in support of various initiatives around Finland from 2015 to 2019. In 2020, Wondershop was created to operate alongside the foundation, introducing the concept of community-based games.

The first step in developing a new brand was landing on a brand name. We equipped the team with our proprietary naming framework, helping them understand what makes a great name, and advised them on the final choice

The identity concept revolves around magical pixels, digital building blocks turning into amazing adventures. A custom Illustrator brushes was created to add pixels to brand imagery shot by Karoliina Barlund.

Wondershop pixels
Wondershop grid

A grid system built on the magical pixels allows for creation of exiting, diverse, yet consistent brand designs. As Wondershop neared launch, long time Proxy friends Bou created their web presence and managed launch PR for the new brand.