Case Study - Brand & Character Design gmaster.iiyama.com

Ten years of
G-Master.

This case study tracks G-Master, iiyama's character-driven gaming monitor line, from a 2015 pitch in Wrocław to its tenth anniversary in 2026.

In 2016, four monitors reached retail shelves in Europe and became the start of one of the longest-running character-driven brands in gaming hardware. This is the story of how INFINI.TO helped build it with iiyama - a partnership that began in 2010 and turned years of iiyama's own gamer-first instincts into a brand with a face.

2010
INFINI.TO × iiyama, since
4
Characters, one universe
2016–26
G-Master, market to market
The Brief, Before There Was One

A monitor needed a face.

Early Robo Ninja sketch: a white line drawing of a masked figure with a lime slash across the visor
ROBO NINJA - FIRST SKETCH by Robotata

iiyama didn't ask us for a mascot. The instinct went back to 2007, when the brand first bundled a monitor with The Witcher, its own first game partnership in Poland. INFINI.TO joined the account in 2010, and for the five years that followed we ran a string of joint campaigns - Shogun 2, Duke Nukem Forever, Assassin's Creed, Batman: Arkham City, Deus Ex, Hitman - testing a simple hypothesis: gamers deserved a different conversation with a monitor brand than anyone else did. By 2015, the market had the technology (high refresh-rate panels) but no language for it. We built the language.

“A monitor for a gamer needs a face, not just a spec sheet.”- Jarosław Stafiniak, INFINI.TO

The Full Timeline

Eighteen years, five phases.

Before G-Master existed, iiyama and INFINI.TO spent years taking the gaming market, one game campaign at a time. In 2015 that became a proposal for a brand of its own, built in Wrocław and sent to Japan as a finished idea. It reached stores in 2016.

01Prehistory: Designed for Gamers2007–2015
2007
The Witcher bundle - iiyama's own first game partnership in Poland, before INFINI.TO joined the account.
2010
INFINI.TO joins the account. The first thing we ship together is unglamorous - a bundle with Creative, speakers and headphones - but it starts a habit neither side breaks for the next fifteen years.
2011
Robo Ninja arrives, designed by Paweł Piekarski (Robotata) - the first time iiyama puts a face on a product instead of a spec sheet. It's a small, almost throwaway idea at the time. It won't stay small.
2011
The busiest year yet: Shogun 2, Duke Nukem Forever, Assassin's Creed: Revelations, Batman: Arkham City, Deus Ex: Human Revolution - five campaigns in one year, each one testing the same bet.
2012
Hitman: Absolution - the prize monitor already used a 120Hz panel, three years before that same technology became G-Master's technical foundation.
2013
Sniper: Ghost Warrior 2 - the campaign is explicitly named “Monitors for Gamers” in iiyama's own press release.
02Birth of G-Master2015–2016
2015
A small team forms in Wrocław. Vision Master, iiyama's old CRT line, gets its first word swapped out - Gaming Master, then simply G-Master. There's a name and a concept. There is not, yet, a logo.
Oct 2015
The portfolio goes public: Red Eagle, Black Hawk, Gold Phoenix - three clans with names, before any of them have a face.
-
The logo takes shape shortly after - referencing the emblem of Iiyama, Nagano, the town where the company was founded in 1972.
-
Marc Jan Goliszek joins the project as lead concept artist. His character “Red Eagle”, whose symbolism referenced the Polish Air Force, becomes the brand's first hero.
The first G-Master lineup by Marc Jan Goliszek: Red Eagle, Black Hawk and Gold Phoenix
Jan 2016
Black Hawk and Red Eagle reach retail. The idea stops being a pitch and becomes a product - the ten years are counted from this date, not from the 2015 announcement.
03Growth2016–2020
2016
Gold Phoenix appears, and Silver Crow follows soon after - the forerunner of today's Titan Falcon.
Ongoing
Booth by booth, G-Master becomes a fixture of the calendar - Gamescom, IEM Katowice, Paris Games Week - and at PGA (Poznań Game Arena), its monitors end up wired into the gaming stations themselves, not just standing beside them.
2020
Iron Harvest bundle - the first release fully under the G-Master brand, and, fittingly, the same kind of campaign this partnership started with back in 2010.
04Play the Legend2020–2025
2020
iiyama and INFINI.TO decide the characters need to feel human, not just recognizable. Direction: techwear street warriors, a near-future Tokyo - part Blade Runner, part Ex Machina.
2020–25
Marc J. Goliszek returns for early concepts; INFINI.TO's Janek Kosa (concept art) and Przemek Nawrocki (3D) carry the redesign through.
End 2025
A new claim is finalized: Play the Legend / 演伝説 (En-Densetsu). After a few names tried and dropped, the fourth clan settles on Titan Falcon - built around a display technology G-Master has never carried before.
05The Anniversary Year2026
Gamescom
At Gamescom 2026 in Cologne, the new lineup steps off the packaging for the first time - a 3D hologram turning slowly above the booth, the characters blown up to four metres on the walls behind it. Nobody outside the project has seen them until this moment.
2026
Titan Falcon launches: G-Master's first OLED monitor, arriving in the exact year of the brand's tenth anniversary - unplanned, and better for it.
The Universe

Four clans, one world.

They were never meant to be mascots on a box. Four clans share one city, each with a weapon and a way of fighting - a world you join, not a logo you recognise.

Red Eagle
鷲
Red Eagle
Katana Strike
Cyber samurai, elite strike unit. Speed and precision.
Black Hawk
鷹
Black Hawk
Urban Scout
Cyber ninja, stealth techwear. Stability and versatility.
Gold Phoenix
鳳凰
Gold Phoenix
Solar Flame
Guardian of light, golden tech-kimono. Peak visual fidelity.
Titan Falcon
隼
Titan Falcon
Ghost Protocol
Digital hunter, neural-linked visor. Absolute clarity, zero latency.
A Deliberate Choice

Human-made. On purpose.

The 2025 redesign was built entirely by people - no generative AI anywhere in the pipeline. In a year where the gaming industry has repeatedly turned on brands over AI-generated art, that wasn't an afterthought. It was the brief.

Red Eagle, Black Hawk, Gold Phoenix and Titan Falcon standing together
The Latest Chapter

Titan Falcon: the first G-Master OLED.

Under the hologram sits an actual monitor. Model GOB2701QSC-B1, Tandem OLED META3, 4th generation - the technology this whole character got named after, and the reason “Ghost Protocol” is more than a nickname.

Titan Falcon OLED on a Gamescom desk, Gold Phoenix and Titan Falcon on the wall behind
27″
Tandem OLED
280Hz
Refresh Rate
1500 nits
Peak HDR
0.03ms
GTG Response
Building a brand
that lasts a decade?

This is what INFINI.TO does - identity, campaigns and product worlds that hold up over time.

agencja@infini.to