Turning an A1-size, visual puzzle containing 75 artists from the golden era of boom-bap hip hop in to a fully functioning mobile and web game.
Hip hop’s answer to the successul ‘Say What You See’ series of apps, HHMC is built around a stunning handdrawn piece filled with clues that are equally humerous and unsettling. Rendered in black and white, the image harks back to the ‘Rap Gods’ style of images often found in poster stores in the late 90s and early 00s.
I was approached to establish an identity for the brand and design a user interface for web and mobile.
Initial exploration looked at pairing the image with a freehand-graffiti inspired interface. However, the two hand-drawn styles didn’t sit comfortably alongside one another and the ornamental style of tagging doesn’t lend itself well to typography as functionality. The key visual should remain the centrepiece with any framework around acting as an enabler for playing the game.
Looking to iconic album covers, the bold type-setting of 90s/00s urban magazines and one of hip hop’s key touchstones, Scarface, I set out a simple pallet of black, red and white. This would be complimented by an authoritative, all caps sans-serif for headlines and CTAs. American Typewriter for the body copy is another hark back to a not too distant past.
The intricate drawing is built in a solid and clear framework for portrait
and landscape configurations.
The website works as a translation of the native app for web. On mobile browsers, the game play area is replaced with a prompt to download the app. Users can split gameplay across devices by using the same login credentials.