REDEFINING A TITAN
Our mission zeroed in on Call of Duty, already the undisputed titan of its genre, poised to redefine the boundaries of gaming excellence. Activision, seeking innovation while honoring a legacy, we were tasked with a monumental challenge. Our response? A bold reimagining and leveraging every inch of creative space, turning familiar grounds into arenas of innovation. Through strategic partnership with a leading branding agency, we embarked on a quest not just to refresh but to revolutionize.
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CHALLENGE
- Merge tradition with modern aesthetics.
- Create a cohesive brand identity across diverse titles.
- Engage and guide a passionate community into this new chapter.
STRATEGY
- Leveraged Call of Duty's history and community insights to shape a bold creative vision.
- Developed a versatile branding framework anchored in the franchise’s DNA.
- With increasing ways to play and connect, needing to simplify and strengthen the brand identity by evolving the brand marks and streamlining communication.
EXECUTION
- Introduced a new logo and custom typeface reflecting the brand’s evolution.
- Employed a layered visual effect for depth and dynamism.
- Applied design philosophy across all titles and platforms to maintain brand consistency while highlighting unique characteristics.
