Gold worked with Wikia to create an identity system and visual language that embraces it's image as a community based new media platform. The metaphor of the fractal was developed as a storytelling device to visualize Wikia’s position in this new media landscape. The fractal metaphor describes a living organism, constantly changing, morphing, growing as pages are created and the Wikia community participates. 

A color system was developed to help ease navigation through the three main content areas Wikia covers– Video Gaming, Entertainment, and Lifestyles.