VR World is North America’s largest mixed reality destination with over 50 immersive VR experiences from art and film to gaming and multiplayer features, just steps away from New York City’s Empire State Building. It’s rapidly growing as a destination for engaging human interaction, culture and brand immersion, where thousands of visitors play, create, and explore weekly. VR World is an entertainment technology company that merges culture with cutting edge tech, redefining entertainment and making emerging media more accessible to consumers, content creators and product developers. Bureau Borsche was asked to create the all over branding. Every world has it’s CREATOR! The VR WORLD GOD. The all seeing eye. Striving toward an optimal Virtual Reality experience for all visitors. Loves order! But every CREATOR has his HELPERS to create this world. VR God‘s childlike helpers. There to help achieve and maintain VR GOD‘s utopian VR WORLD. With their mischievous tendencies making more of a mess than helping out. They do not care about grids and structure. Tearing down VR God‘s structures despite their good intentions. Evidence of their mischief are visible in colour. The created corporate identity is based on a huge character set, two custom typefaces and a vibrant color palette. A very flexible design system applies to all media – from business stationary to billboard campaigns, store facade design and virtual reality.