This is a refresh of GameStop’s Brand identity. Their marketing has stayed stagnant for way too long. They say they embrace change but have not changed in over two decades. As stated before, In their values they talk about the magic of gaming but nothing about GameStop gives off that idea. Something that a lot of people feel is magical is nostalgia. People have a lot of nostalgia for video games and that's something a rebrand for GameStop could play with. Nostalgia is also very popular in contemporary design so even though it is based on ideas from years ago it still feels new and refreshing. People are willing to do so much to feel the wonder of being a child again. Videogames hold that wonder so why not make a store to cultivate that? GameStop needs something that appeals to people loyal to gaming and GameStop but creates a place where younger people would also want to shop.