CLIENT: ELECTRONIC ARTS (EA)
CREATIVE STRATEGY / IDENTITY SYSTEM / KEY ART SYSTEMS / PACKAGING / STYLE GUIDE / BRANDED CONTENT
After three game iterations and declining sales, EA and BioWare’s action role-playing property Mass Effect needed to signal a bold new direction in the game universe narrative. In this action RPG experience the player’s role is to become humanity’s Pathfinder, tasked with finding a new home world against all odds, alien and otherwise. Our comprehensive brand identity system delivers on the fresh reboot with intriguing key art and a system of richly articulated visual assets across all audience touchpoints.