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fungees | Brand Strategy & Identity | Moiré Archive

fungees

PFP’s for the Gaming Industry



fungees arrived with an existing logo and colour system. The work was to build the Design DNA that would make those anchors functional across gaming aesthetics, contemporary art direction, and the full spectrum of digital touchpoints. A modular system flexible enough to flex, coherent enough to hold.


Project SpecificationsClient
fungees (Noodle Face Labs)Sector
Gaming and Creative TechnologyLocation
Melbourne, AustraliaServices
Brand Systems, Brand Architecture, Partnership Architecture, Experiential Design



The Work


At the centre of fungees' proposition is a commitment to fair artist compensation: transparent commissioning, ethical payment structures, provenance and ownership built into the platform's architecture. The fungees Artist Guide was authored to make that promise real. Not a values statement. A framework.

This work extended into partnership propositions, including engagement with Stephen Bliss, the legendary artist behind Grand Theft Auto's iconic visual language.


    Before building the content strategy, the motivations of four distinct communities were mapped: competitive gamers focused on performance and status, digital collectors driven by rarity and provenance, emerging artists seeking visibility and fair pay, and creative hobbyists who came for play and community. Each cohort required a different register. The brand system had to hold all four without losing coherence.


    The national launch at Federation Square, Melbourne brought 2,000+ attendees into the fungees world in physical form. Moiré Archive led the full environmental and collateral design, stall architecture, limited-edition physical collectibles, and motion assets.

    Recognition


    The launch established fungees as a recognised pioneer in ethical digital design. The strategy contributed to securing significant funding and institutional recognition, including the City of Melbourne's Migrapreneurs 2025 program and the Banyule City Council's Best Biz Award 2025 for Creative Industries.

    Moiré Archive remains an active strategic adviser as fungees refines its positioning for the next phase of growth.



    Credits

    Client
    Katarina Bužanin
    Shane McGeoghegan
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