Brand Strategy + Creativity
Brand Strategy + Creativity
MustardSeed PMO knew they were different, but their brand did not show it.
In the competitive and often “safe” world of life sciences and venture capital, their challenge was not credibility. It was visibility.
They did not just want attention. They wanted the right kind of attention. The kind that sparks conversations and makes people remember them.
Instead of another whitepaper or polished brochure, we pitched something nobody in their space was doing:
A fully playable 8-bit video game that told their story.The thinking was simple. People forget what they read, but they remember what they play.
In Funding Frontier, players could choose Dr. Delta or VC Science and run the gauntlet of real-world project challenges including Scope Creep, RiskS, Agent Schedule, Resource Drip, and Budget Brett.
Along the way, they could rack up points, grab burn-rate savings, land strategic partnership bonuses, and collect the MustardSeed Power-Up to unleash maximum firepower and defeat the Head Honcho.
It was fun. It was unexpected. And it was built to make people stop and ask, “Wait… why did you make a game?”
Paceject handled the project end to end, turning the idea into a fully realised campaign:
Concept & Storyline – Framed around the fundraising journey, with obstacles, “Project Pirates” enemies, and a MustardSeed power-up.
Character & World Design – Every sprite, animation, and pixel was created to reflect MustardSeed’s personality and industry.
Game Development – Built a responsive browser-based platformer with custom physics, animations, and a live leaderboard.
Website Design & Development – Designed and developed a dedicated campaign page inside their HubSpot site.
Launch Assets – Created flyers, QR codes, and visual content for conferences and events.
Email Campaign – Designed, built, and sent a launch email to their network, driving traffic directly to the game.
This was more than coding a game. It was translating a business proposition into an interactive experience. From sketching pixel characters on day one to fine-tuning enemy AI the night before launch, every stage was handled in-house by Paceject with no outsourcing and no hand-offs.
The creative challenge was making something playful without losing the professional credibility MustardSeed’s audience expects. The final product balanced both perfectly, creating a campaign that was as fun to play as it was strategically sound.
The game connected with exactly the kind of people MustardSeed wanted to reach. At events, it became an instant icebreaker, with attendees saying things like:
“This is a really interesting way to engage.”
It positioned MustardSeed as bold, innovative, and unafraid to do something unexpected in a traditionally conservative sector.
Not every brand needs a game, but every brand needs to find its own version of Funding Frontier. Something that stands out, sparks curiosity, and gets remembered. Play the game here → Funding Frontier
Strategy that aligns. Creative that lands. Execution that delivers.
