Starting in 2019, Dadstiny is a gaming community built to support parents looking for a hassle-free gaming experience in Destiny 2. Over the years, the community has grown to over two thousand members with a large population of active gamers with kids.
The branding and B2C Marketing design elements are derived from Bungie’s own Destiny 2 branding. The titular custom typeface was hand drawn and digitally converted to solidify the community’s dedication to the game and each other.
Secret Identity crafted the brand strategy, logo, typeface, marketing direction, and community management strategy for Dadstiny. The logo has evolved over time to reflect Dadstiny’s individualism and rapid growth.
The community continues to grow and thrive, peaking in September 2022. Thanks to group support for a father looking to celebrate #SeptemberGold in-game, the community went viral. He asked every Guardian to dress in gold for the month of September. Social media got a hold of his request, and countless Destiny 2 players responded, leading to an influx of growth for the community as Guardians flocked to the group in support.