Come one, come all: Freddie Hall’s rough-and-ready identity for Rogue unifies gamers of all kinds

Rogue is a newcomer in the esports scene, gaining attention with its cutting-edge gaming wearables and peripherals. Their aim is to create a brand that appeals to the diverse global gaming audience, achieved with the help of Freddie Hall, a Brooklyn-based graphic and motion designer, who has developed a striking brand strategy and visual identity centred around the concept – Home of the Misfits. Hall recognised an untapped opportunity in the wake of the post-pandemic surge in gaming’s popularity, which has brought millions of new and first-time gamers into the fold. “I identified an opportunity to create a democratic brand that’s not just for the pros, but for the casual gamers too,” Hall shares. With Rogue, he aims to build an inclusive brand that welcomes all gamers, fostering a sense of belonging and community among this audience. “After interviewing a diverse pool of gamers, I identified a clear commonality that united all the participants,” he continues. “Despite their differences in background, nationality, age and gender, they were all motivated by one thing – a deep sense of community and belonging.” In his approach, Hall affectionately likens the gaming community to a “band of misfits” – referencing the beloved rag-tag crews (who, despite the odds, always pull through with luck, defiance and gumption) throughout entertainment media. Firefly, Futurama, Red Dwarf – you name it, it’s a trope we know and love. “I wanted to tap into the brand’s democratic, inclusive and unpolished gravitas,” he tells us, “capturing their persuasive ability to bring diverse sets of people together to find community, a home, and a sense of belonging.”