CloseKnit Board GameIdentity & Board Design

Overview
CloseKnit is a board game designed to help young adults build and sustain meaningful friendships through conversation and play. As part of my senior capstone, beginning with research and strategy and moving through branding, prototyping, and testing. The game uses question prompts and action cards to encourage connection in a screen-free, low-pressure setting.

Client
CloseKnit is an imaginary brand developed for this project. Its mission is to offer young adults a playful yet intentional way to form and deepen friendships. The identity focuses on warmth, approachability, and shared experience, inviting players to open up and connect in meaningful ways.

Brief
This project involved designing a research-based board game experience that includes brand identity, gameplay structure, card systems, and packaging. Primary and secondary research guided both visual and strategic design choices across all elements.

Demographic
CloseKnit is designed for young adults aged 18 to 30 who are navigating transitional life stages such as graduating, relocating, or starting new jobs. The game appeals to those looking for more intentional ways to connect with friends or meet new people.

Tools
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
Miro

Preliminary Research

Using Miro, I mapped out potential project topics, then narrowed in on friendships and relationships. The board includes a mind map, guiding research questions, and initial visual research exploring how friendship and connection are represented.

Primary Research

I conducted a 23-person survey of individuals aged 18–30, focusing on how they form and maintain friendships. The questions explored communication habits, values, and common challenges in relationships.
Key Stats

87% prefer in-person connection, but 65% rely on texting
74% said shared hobbies are key to their friendships
Top qualities: communication, humor, and trust
Most met close friends through structured settings (e.g., school or work)

Insights

People want vulnerability and closeness in a format that feels light and playful
Friendships often fade due to distance during life transitions or lack of effort
Young Adults crave intentional spaces to meet people after college

Secondary Research

I conducted database research on adult friendships, communication, and digital behavior, alongside a comparator analysis of existing board games that focus on connection and conversation.

Insights

Adults prioritize behavioral trust over emotional vulnerability (Nunes-Harwitt, 2024)

Positive anticipation increases willingness to share (Baek & Parkinson, 2022)

Young adults report increased loneliness post-graduation due to fewer built-in social spaces (Steinsbekk & Bjørklund, 2024)

Existing games often lack depth, balance, or aesthetic appeal, revealing a gap for something both meaningful and visually engaging

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Audience & Framing

Audience:

Needs:

Young adults (18–30) in social transition phases such as moving, graduating, or starting remote jobs. They are seeking meaningful but low-pressure ways to connect.

A playful, low-pressure format for connection
Opportunities to share, listen, and laugh
A space to reconnect or make new connections

Problem Statements:

Young adults need better tools for communication and reciprocity because friendships often fade due to conflict, distance, or lack of effort.

In transitional life stages, people lose access to built-in social structures and need accessible ways to initiate and maintain connection.

Design Propsal

Brand Guidelines

The CloseKnit brand is warm, playful, and easy to connect with. The visual identity uses bold geometric shapes and a bright color palette to reflect themes of connection, energy, and trust.

Prototyping Questions

To shape meaningful gameplay, I developed multiple rounds of prototype questions that were tested in both group and one-on-one settings. Players responded most positively to prompts that felt open-ended but specific enough to spark real stories. Humor and nostalgia often led to the most engaging conversations.

Board & Box Design

Players move along a colorful path, landing on spaces that prompt them to draw a Question or Action card. Cards are placed directly on the board for easy access, and the layout is designed to be simple, playful, and easy to follow.