The 90s are back. Minus the lag.

Playback96 is a 90s social games venue that opened at Chadstone, one of the biggest shopping malls in the Southern Hemisphere, in August 2026. I created the brand end to end: look and feel, tone of voice and brand bible. I co-created the nine games, designed the rooms they live in and fitted out the interiors, then creative-directed the marketing, social, uniforms, signage and out of home.

I built it with a full AI workflow. Claude for strategy, naming and copy. Midjourney and ChatGPT for the visual world. Runway for the films. Suno for the soundtrack. I used AI to mock up how the games could look, then picked the strongest and took them into proper design.

Logo Design · Brand Bible · Look & Feel · Tone of Voice · Game & Room Design · Uniforms · Signage · Out of Home · AI Workflow · Photo Art Direction · Merchandise