AN EVOLVING GAME UNIVERSE

CLIENT: ELECTRONIC ARTS (EA)   PROJECT: MASS EFFECT: ANDROMEDA
CREATIVE STRATEGY / IDENTITY SYSTEM / KEY ART SYSTEMS / PACKAGING / STYLE GUIDE / BRANDED CONTENT

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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.

AN EVOLVING GAME UNIVERSE

CLIENT: ELECTRONIC ARTS (EA)   PROJECT: MASS EFFECT: ANDROMEDA
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.

AN EVOLVING GAME UNIVERSE

CLIENT: ELECTRONIC ARTS (EA)   PROJECT: MASS EFFECT: ANDROMEDA
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.

MASSIVE MAKEOVER

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Action, exploration and a sense of cosmic wonder are core pillars of the franchise DNA. We approached the marketing art system holistically, utilizing each piece to tell a different aspect of the gripping narrative.

NEW ERA, NEW LOGO

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Just as the game setting embraced a new galaxy, the title logo required an evolution as well. In addition to modernizing the base Mass Effect moniker, we created a subtitle treatment that hovered on the line between human and alien in its architecture.

MAXIMUM EFFECTIVENESS

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The comprehensive Brand Guide toolkit delivers a flexible system of assets to empower consistent storytelling across all marketing channels. One of the highlights is a bespoke font we dubbed Biomass – modern, futuristic and true to the brand voice.

BEYOND THE HORIZON

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Andromeda Effect was planned as a AAA, multi-tiered launch. To fully support the initiative we provided a deep library of visual assets, from iconic patches to magazine cover art. We also delivered photographic and 3D imagery for “The Andromeda Initiative,” a web-based imaginary recruitment campaign from inside the game universe, wooing potential applicants to travel to the new home world.