Electronic ArtsCharm Girls Club 11/29/2009
Electronic Arts

This fall EA Play launched Charm Girls Club, a new, original video game franchise for girls. HCI, working closely with the EA Play team, created the brand identity, including a new logo, packaging program, key art and style guide.

“The process of connecting with this elusive target audience for video games required weeks of research and many, many design explorations” said Justin Carroll, Executive Creative Director at HCI. “Electronic Arts has created a fun, immersive experience for girls; our packaging and identity has to communicate that experience to consumers instantly, and must be scalable to accommodate future growth”.

CGC "celebrates everything that's fun about being a girl” said Sarah Handley, Senior Director of Marketing for EA Play. In this case, "everything that's fun about being a girl" includes pajama parties (Charm Girls Club Pajama Party for Wii), proms, and clothes (My Perfect Prom, and My Fashion Show, all for DS). 

For more info, please visit CGC's official site.
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