Brief
Create a new production and publishing video game company for all digital and physical formats. This new brand will focus on games that meet specific “Brand Pillar” requirements and are franchise material. To build a massive global community of engaged loyal fans by launching and maintaining beloved video game franchises. The brand should be: disruptive, premium, credible, reliable, adaptive.

Challenge
Position Modus as the disruptive newcomer that bucks the trends. Not corporate stiffs (we are the opposite of EA and Activision). Act more like a cool developer, less like a stodgy publisher. Nonconformists, defiant. What Tarantino is to the movie industry. What Banksy is to art. Jon Snow, the Bastard Heroes.
When I received the brief, the company name “Modus” had not been finalized so I worked with “Nameless” as a placeholder so the research and development process could be started.

Unique Solution
We researched thousands of styles and references, and did 9 rounds of creative exploration focused on 4 main categories:

• “Hollywood” - epic, bold, and 3D. References: Suicide Squad, Deadpool, Guardians of the Galaxy.

• “Digital Hacker” - glitchy, digital, edgy, and dark. References: Rockstar Games, Mr Robot, Halt and Catch Fire, cyberpunk.

• “Illustrative” - hand drawn, sketchy, more detail. References: Kojima Productions, Ed Hardy.

• “Street Art” - hand painted, graffiti, rough textures and drips. References: Banksy.

The final solution embraced a sketchy street art style to help position Modus as the opposite of corporate.