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01 // THE CONTEXT

Press Start

Breaking into the gaming industry isn’t for the faint-hearted, but Cast Iron Games came armed with something special: experience. Founded by ex-Rebellion Studios talent and backed by investment from Pneuma Group, the Wakefield-based studio was ready to make its mark. They came to WANDER off the back of several industry recommendations for the full works: brand, strategy, positioning – everything.

The mission? Launch them boldly. Make them stand out proudly. Build a brand mature enough to reflect their heritage, but fresh enough to inspire the next wave of gaming talent.

02 // THE BRIEF

The Game Plan

Create a brand from scratch that feels both familiar and new. One that channels decades of gaming experience, whilst looking firmly ahead. A brand that attracts, inspires and keeps the kind of people who push the industry forward.

It had to be:


• Grounded in nostalgia without feeling stuck in the past.
• Inclusive and empowering, breaking away from industry tropes.
• Rooted in Wakefield’s legacy, with a nod to the city’s industrial craftsmanship.

03 // BRAND IMPLEMENTATION

Forging the Brand

We built Cast Iron Games from the ground up – strategy, story, personality and a visual world that wears both heritage and future on its sleeve.

The identity was forged through a series of brand workshops, where we worked closely with the Cast Iron team to uncover what made them unique. From these sessions, a clear brand framework emerged, covering positioning, tone of voice and a messaging hierarchy that gave us the tools to tell their story.

The process was shaped by open collaboration and constant refinement. Ideas were tested, shared and reworked, with each stage bringing the brand into sharper focus. Visually, we drew on multiple influences from the strength and permanence of forged cast iron and the shape and symbolism of an anvil to the subtle nod to Japanese craft and Nintendo’s retro charm. Early explorations and evolving logo sketches reflected this journey, showing how their strong brand and creativity could be balanced throughout their brand guidelines.

What began as a simple palette of bold, optimistic colours soon extended into the bands and lines that became intrinsic to the brand, transformed from design accents into the Cast Iron Stripes, a signature element of identity and pride.

The result is a distinct brand framework and identity that fuses retro gaming charm with a modern, confident edge. The typography takes cues from Wakefield’s metal-making roots, giving weight and authenticity. The colour palette, bold, warm and optimistic, breaks from cold and clinical norms of game studio branding. The narrative, clear, human first and unmistakably Cast Iron. 

And then there are the Cast Iron Stripes: a framing device, a rallying flag, and a signature design element that runs through the brand. They echo the layered history of gaming visuals from the ’80s while acting as a bold, empowering statement in the present.

This is a brand that says: trust, team and transparency first, without losing its sense of fun.

04 // THE SOLUTION

Bringing the Brand to Life

A brand doesn’t just live on a screen, it has to be felt, worn, seen and experienced. Cast Iron Games wanted to make sure of that and we wanted to help them achieve that. 

From the very start, the brand stretched beyond logos and guidelines, taking shape in the physical world. Branded merchandise and apparel gave the team a sense of pride and unity, while bold stationery and office essentials carried the identity across their office space and into every meeting and milestone.

Inside their Wakefield studio, the identity became part of the environment. Original artwork inspired by Cast Iron’s story is displayed across the walls, while the boardroom’s interior design reflects the studio’s balance of local heritage and forward-thinking creativity. Even the smallest details, like the Cast Iron Stripes framing a doorway or lifting a presentation, act as reminders that this is no ordinary studio.

The result? A brand that doesn’t just tell a story, but creates an atmosphere. One that inspires collaboration, sparks ideas and builds the kind of culture Cast Iron Games set out to create from day one.

05 // THE LAUNCH

Website Launch

Alongside social, we developed a website that balances credibility with creativity. Built to grow with the studio, it’s a hub for showcasing their work, attracting new talent and giving partners a clear sense of who Cast Iron Games are and what they stand for. Just like the brand itself, the site isn’t static, it’s evolving. From regular updates and new content to refined user journeys, we’re continuing to optimise and support as Cast Iron’s story unfolds.

On social, we’ve laid the foundations with strategy, platform set-up and launch content, whilst being on hand to advise and support as the channels grow. From campaign planning and creative input to ensuring the brand stays consistent and impactful, our partnership with Cast Iron is designed to adapt, evolve and grow alongside them.

This isn’t just a launch. It’s the beginning of a journey and we’re proud to be part of it.

TESTIMONIAL

 “Wander was instrumental in creating a range of resources inspired through discussion of our values and vision for the company. 

We have had so many clients and industry friends and even random strangers, complimenting us on our branding – they love the merch and we’re really happy that this has landed so well with our team members and with our wider client base.

Our Cast Iron Stripe is just perfect – it speaks to our roots, our values, our drive for diversity and a bright, bold future for our team.”

Bridie, Office & Team Support Manager

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