GANGSTAR NEW YORK

PROBLEM:

Gameloft came to us with a desire to review their marketing and current branding for the long-running popular Gangstar series and see how we could develop it for their latest open-world game.

SOLUTION:

As part of this strategy and marketing project I reviewed their current logo and looked into how we could develop it into a more refined and improved visual identity which could grow with the series and differentiate itself from Grand Theft Auto.

ROLE:

Creative Director, Creative Consultant, Designer, Writer

LOGO REVIEW

I began by taking a close look at their current logo. I felt there were issues which could be improved upon. I then develop a series of subtle evolutions of the logo - maintaining the core style that fans understood, but with a more refined feel, and subtle embellishments to give it more character and feel less like a GTA clone.

ALTERNATE LOGO OPTIONS

I also offered a few alternative approaches, before choosing a final approach to develop.

THE BRAND

As this game was about taking control and owning parts of New York, the logo also had to reflect this - so I dug into graffiti and tagging culture, couple with the neon colours as the game is set in a future dominated by holograms and neon lights. I created a full guideline to help the developers apply the brand across their game and marketing.

THE KEY ART

As part of the project, I created concepts and consulted on their Key Art. (The throne changed from the NY skyline to a pile of money due to major changes in gameplay and USPs during the project).