Hamagami/Carroll, Inc.

Activision	Enemy Territory Quake Wars	10/27/2008
Activision
Enemy Territory Quake Wars The Quake video game franchise, created by renowned developer id Software, has long been a must-have title for hardcore gamers. Beginning with Quake 4, Activision challenged HCI to build a fresh, authentic brand identity that leveraged the equities of previous titles, but clearly represented the “next level” of the game. The key challenge: in an industry driven by the “newest and baddest,” the franchise was beginning to be perceived as played out. Building around the property’s most memorable element, the Q logo, we crafted key art and packaging that projected an irresistible mix of mystery and chaos, then extended the identity through the collector’s edition, advertising and collateral. For the property’s category-busting online title, Enemy Territory: Quake Wars,” our identity featured explicit imagery of over-the-top realistic warfare with a futuristic/alien twist.