TOO LONG DIDN’T READ (TLDR)
> Branding Design, Graduate Project
How can a brand improve user agreements to enhance the equity of co-creation between game brands and gamers?
Too Long Didn't Read (TLDR) is a specialist in improving the End User License Agreement (EULA) for video gaming brands.
The future of videogaming is co-creation, while every gamer is a co-creator. However, this partnership often encounters inequality, notably reflected in EULAs. Thus, we transfer these often-overlooked EULAs into a standout touchpoint to express a brand’s personality to gamers. Our commitment is to boost game brands in creating EULAs that are not just readable and accessible but also negotiable and engaging, aiming for a more equal co-creatorship between game brands and gamers.
To exemplify my strategy, I created a gamified EULA experience presented at the start of a video game, and personified terms as non-player characters (NPCs), allowing gamers to interact and negotiate.
太长不看（TLDR / Too Long Didn’t Read）是一个用户协议（EULA）咨询品牌，专门为游戏品牌提供用户协议改进与可视化服务。
电子游戏的未来是共同创造，每一个玩家都以不同身份参与到游戏世界的创造中：把塞尔达中的独特玩法分享到社交平台，在动森中设计服装与小岛，在漫展上cosplay、销售游戏周边……多样的共创行为给游戏带去了巨大的利润，但是玩家自身的版权与利益却被忽视。
不平等的共创关系特别体现在用户协议中：规定创造权利的条款通常被放在一个☑️打勾框里，是单边的、强制的、冗长的、难以阅读的。
太长不看将没人看、不公平的用户协议转变为🔁独树一帜的品牌触点，以表达品牌个性、价值观、责任感，相信一颗关怀玩家创造权利的心🫶能够让游戏品牌脱颖而出。我们承诺为游戏打造可读、可协商、有趣、不容错过的用户协议！
为了向客户展示品牌策略，我着重制作了一个案例——在游戏开始前的用户协议游戏。
我设计了一个用户协议城堡，将不同的条例归类拟人为NPC（主播、同人画手、周边摊主…），将“可以做”“不能做”的事安置到不同楼层（严禁条例被放在监狱），玩家可以通过和NPC互动以了解相关身份的协议（想了解直播相关条款，就点击直播NPC聊天），如有异议可以直接提出，参与到用户协议的共创之中！
平面设计: Illustrator
游戏交互: Figma
品牌手册: Riso
Too Long Didn't Read (TLDR) is a specialist in improving the End User License Agreement (EULA) for video gaming brands.
The future of videogaming is co-creation, while every gamer is a co-creator. However, this partnership often encounters inequality, notably reflected in EULAs. Thus, we transfer these often-overlooked EULAs into a standout touchpoint to express a brand’s personality to gamers. Our commitment is to boost game brands in creating EULAs that are not just readable and accessible but also negotiable and engaging, aiming for a more equal co-creatorship between game brands and gamers.
To exemplify my strategy, I created a gamified EULA experience presented at the start of a video game, and personified terms as non-player characters (NPCs), allowing gamers to interact and negotiate.
太长不看（TLDR / Too Long Didn’t Read）是一个用户协议（EULA）咨询品牌，专门为游戏品牌提供用户协议改进与可视化服务。
电子游戏的未来是共同创造，每一个玩家都以不同身份参与到游戏世界的创造中：把塞尔达中的独特玩法分享到社交平台，在动森中设计服装与小岛，在漫展上cosplay、销售游戏周边……多样的共创行为给游戏带去了巨大的利润，但是玩家自身的版权与利益却被忽视。
不平等的共创关系特别体现在用户协议中：规定创造权利的条款通常被放在一个☑️打勾框里，是单边的、强制的、冗长的、难以阅读的。
太长不看将没人看、不公平的用户协议转变为🔁独树一帜的品牌触点，以表达品牌个性、价值观、责任感，相信一颗关怀玩家创造权利的心🫶能够让游戏品牌脱颖而出。我们承诺为游戏打造可读、可协商、有趣、不容错过的用户协议！
为了向客户展示品牌策略，我着重制作了一个案例——在游戏开始前的用户协议游戏。
我设计了一个用户协议城堡，将不同的条例归类拟人为NPC（主播、同人画手、周边摊主…），将“可以做”“不能做”的事安置到不同楼层（严禁条例被放在监狱），玩家可以通过和NPC互动以了解相关身份的协议（想了解直播相关条款，就点击直播NPC聊天），如有异议可以直接提出，参与到用户协议的共创之中！
平面设计: Illustrator
游戏交互: Figma
品牌手册: Riso
GAMIFIED EULA EXPERIENCE
GAMIFIED EULA EXPERIENCE
*EULA=End User License Agreement
I used Adobe Illustrator to create scenes and characters,
and used Figma to enable the interaction.
I used Adobe Illustrator to create scenes and characters,
and used Figma to enable the interaction.
PROCESS
Sketches
Visual experiements
Character Design
Scene Design
Interaction Design
PLAY TIME!
You can play with the latest interactive game on Figma.
A. Click 「Preview」to start playing on Figma.
B. Just play via the embed prototype below:
(Sorry, but not every NPC is chattable right now... Hazel is continuously working on it...)
TLDR Brand Book
> Brand book, Riso Printing
Too Long Didn't Read (TLDR) is a specialist in improving the End User License Agreement (EULA) for video gaming brands.
To narrate its brand identity, I crafted this brand book at LCC printing studio, using Riso printing and wire binding. Its contents encompass the EULA issue, co-creators’ persona, TLDR’s brand structure and the case of an EULA game. It’s recommended to read this book alongside the previous article on brand and game design.
The book cover is a Switch 3DS (game console) protector, signifying that TLDR effectively safeguards gamers' video gaming experiences.
太长不看（TLDR / Too Long Didn’t Read）是一个用户协议（EULA）咨询品牌，专门为游戏品牌提供用户协议改进与可视化服务。
太长不看将没人看、不公平的用户协议转变为🔁独树一帜的品牌触点，以表达品牌个性、价值观、责任感，相信一颗关怀玩家创造权利的心🫶能够让游戏品牌脱颖而出。我们承诺为游戏打造可读、可协商、有趣、不容错过的用户协议！
为了展示品牌形象，我在LCC的印刷工作室制作了这一本品牌手册；选择使用Riso印刷和线圈装帧，使手册延续品牌明快的气质。这本手册介绍了用户协议的问题、游戏中的共同创造者类型、太长不看的品牌结构和一个游戏化用户协议案例（建议配合隔壁介绍品牌和游戏设计的文章食用）。
手册封面实际上是Switch 3DS的游戏机保护壳，意味着太长不看守护着玩家的游戏之旅。
To narrate its brand identity, I crafted this brand book at LCC printing studio, using Riso printing and wire binding. Its contents encompass the EULA issue, co-creators’ persona, TLDR’s brand structure and the case of an EULA game. It’s recommended to read this book alongside the previous article on brand and game design.
The book cover is a Switch 3DS (game console) protector, signifying that TLDR effectively safeguards gamers' video gaming experiences.
太长不看（TLDR / Too Long Didn’t Read）是一个用户协议（EULA）咨询品牌，专门为游戏品牌提供用户协议改进与可视化服务。
太长不看将没人看、不公平的用户协议转变为🔁独树一帜的品牌触点，以表达品牌个性、价值观、责任感，相信一颗关怀玩家创造权利的心🫶能够让游戏品牌脱颖而出。我们承诺为游戏打造可读、可协商、有趣、不容错过的用户协议！
为了展示品牌形象，我在LCC的印刷工作室制作了这一本品牌手册；选择使用Riso印刷和线圈装帧，使手册延续品牌明快的气质。这本手册介绍了用户协议的问题、游戏中的共同创造者类型、太长不看的品牌结构和一个游戏化用户协议案例（建议配合隔壁介绍品牌和游戏设计的文章食用）。
手册封面实际上是Switch 3DS的游戏机保护壳，意味着太长不看守护着玩家的游戏之旅。
Details
MERRY XMAS
> Riso Printing
A Christmas gift card. Riso printed by myself at London College of Communication.
Based on the character “Guide” from my branding project “TLDR”, I designed this happy pixel Xmas tree. 🎄
Based on the character “Guide” from my branding project “TLDR”, I designed this happy pixel Xmas tree. 🎄
RISO PRINTING PROCESS
MARBLE RUN WITH C
> Poster Design + Workshop, 2023
A poster for my Marble Run workshop in London College of Communication on July 2023, inspired by my Marble Run model. This workshop is a visual experiment for my final major project in MA Graphic Branding and Identity, aiming to discover co-creativity in gameplay.
Given the starting and ending points, with cardboard and paper, players teamed up to create a C-shaped Marble Run. Each workshop was limited to 10 minutes, and players could choose between hard (3D rollercoaster) and easy (flat maze) modes. ︎
今年7月，我在伦敦传播学院组织了弹珠游戏搭建工作坊，旨在探索游戏玩法中的共同创造力。它是我的品牌毕业设计视觉实验的一部分。这张海报为此次工作坊创作，灵感来源于我制作的弹珠过山车模型。
在工作坊中，我为参与者们提供纸板、卡纸、胶水、裁切工具等材料，设置弹珠的起点和终点，让大家组队创造C形弹珠轨道。每个工作坊限时10分钟，参与者们可以选择困难（立体过山车）与简单（平面迷宫）两种模式。
Given the starting and ending points, with cardboard and paper, players teamed up to create a C-shaped Marble Run. Each workshop was limited to 10 minutes, and players could choose between hard (3D rollercoaster) and easy (flat maze) modes. ︎
今年7月，我在伦敦传播学院组织了弹珠游戏搭建工作坊，旨在探索游戏玩法中的共同创造力。它是我的品牌毕业设计视觉实验的一部分。这张海报为此次工作坊创作，灵感来源于我制作的弹珠过山车模型。
在工作坊中，我为参与者们提供纸板、卡纸、胶水、裁切工具等材料，设置弹珠的起点和终点，让大家组队创造C形弹珠轨道。每个工作坊限时10分钟，参与者们可以选择困难（立体过山车）与简单（平面迷宫）两种模式。
THE FUTURE OF
VIDEOGAMING IS
CO-CREATION
> Proposal Book, 2023
My MA proposal is about videogaming branding, which contains two books: (1) Major Project Proposal + (2) Visual Summary. I played with the 8-bit artstyle to design them.
Today, players become a part of
the video game’s world not only
because they played it but also
because they construct it.
(Banks, 2015)
Players design patterns in Animal Crossing, build cities in Minecraft, create solutions in The Legend of Zelda, and produce fan art in Genshin Impact. They create happiness for ourselves and generate profits for the games, extending their lifespan and attracting new players.
The future of videogaming is co-creation. This industry went from a world where creators had to push their way into a game, to a world where people are building platforms hoping that creators will come.(Enrico D’Angelo, 2022) However, while game companies enjoy increasing profits generated by user creations, players are subjected to inequality, as their contributions remains unpaid, unrecognized and undervalued.
Co-creation requires a democratic gaming environment where players are treated as equal co-creators. From a branding standpoint, I believe that game brands need to be more social responsible and show respect for user creation in their brand communication. As a ten-year gamer and a former game developer, I frequently contemplate co-creation from both perspectives and feel a responsibility to balance the relationship between players and developers.
Therefore, I am going to design a democratic game brand with co-creation as its main business model. This brand will invite players to co-design the brand image using participatory design methodology, thereby celebrating a culture of co-creation that brings great value to the video gaming industry.
