It was May 2021, and as the world reopened and in-person Smash tournaments felt possible again, it was clear that the existing branding for SAK Gaming, created in 2017, was no longer up to the stature and caliber of SAK in its primary business: organizing Super Smash Bros. and other esports events in Phoenix.

I had anticipated this might be the case three months prior when designing the brand for sister company was Frame Sync Media and incorporated SAK's brand color into FSM. In turn, the type approach from the Frame Sync look, using high-energy and mostly italic varieties of Halyard, came to SAK, complemented by a custom SAK wordmark playing off the same 15-degree angle as used by FSM.

The new look was announced alongside several new SAK events in early June 2021. It retains the existing color set of almost black, almost white, and "SAK Blue", which is distinctive nationally among similar event organizing firms. It was also implemented in several co-branded projects with organizing partners and esports venues.

The new brand provides the flexibility to integrate with other events and even white-label broadcasts while establishing a distinctively SAK voice in promoting a wide array of events to the burgeoning Super Smash Bros. scene in Phoenix.